New Balance's Olympics hospitality programme branded a success

Definitive Events uses event to highlight Olympic C&I opportunities

New Balance's Olympics hospitality programme branded a success
New Balance's Olympics hospitality programme branded a success

New Balance's global hospitality programme is being used as an example of how the C&I industry can capitalise on the 2012 Olympics.

Manchester-based agency Definitive Events organised and managed a global hospitality programme for the shoe manufacturer at the 2008 Summer Olympics in Beijing for a group of 600 international delegates.

Definitive Events managing director Lisa Pennington will present her experience at a two-day conference on London 2012's commercial opportunities in June.

New Balance's 20-day programme involved hosting official events with athletes and members of international sporting federations and the International Olympic Committee, and using local suppliers, staff and drivers.

Key decision-makers from major corporate and public sector organisations are expected to attend the London conference.

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