Visa and Coca-Cola are among the brand giants that have descended on London to begin planning corporate hospitality for the 2012 Olympics.
The London 2012 sponsors spoke at the Events 2012 And Beyond conference at International Confex.
Coca-Cola London 2012 Olympics general manager Daryl Jelinek said that the brand was already planning its events programme for the Olympics.
He said Coca-Cola anticipated hosting some 8,800 guests at the London Olympics - a figure based on that of the Beijing Games.
"London 2012 is an excellent opportunity to leverage our sponsorship rights with customers, consumers and staff," said Jalinek.
"We will use hospitality in a host of ways to get our message across out."
Visa International VP global sponsorship Olympic Office Barrie Howard said London 2012 was the brand's 14th Olympics as a sponsor.
"The Olympics aren't a sprint, they are a marathon and we have to stay focused," said Howard.
"For us, it's about developing an integrated element across all levels and ensuring we have an educated and prepared team."