Games sponsorships a bonanza for agents

Event agents working with the official corporate sponsors of the 2012 London Olympics stand to be among the primary winners in the C&I sector. Sponsorship agreements will be decided by the London Organising Committee for the Olympic Games, which will be in place by the end of the year. "Potential sponsors will be invited to pitch," said a spokesperson for London 2012, the organisation behind the bid. "But it’s too early to speculate on this." Lynton Cooper has worked with former Olympic sponsor Xerox and been involved in the past four Games. Marketing director Paul Evans said the opportunities that arise from the Games take many forms: "Each sponsor will probably appoint several agents to handle, among other things, travel logistics, event production and social programmes." However, BI Worldwide chairman David Hackett was more sceptical. "I will certainly pitch to sponsors, but we will not prostitute ourselves by getting involved in things we can’t control, such as access, availability of beds and tickets," he said. Opportunities will also arise from sponsors’ rivals. "They will use ‘ambush marketing’," said First Protocol director Richard Waddington. "They will not want their competitor to take all the glory."

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