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BMW today defied the global slump in the prestige car market by announcing a £40 million-plus deal to sponsor the London Olympics.
As the 2012 “automotive partner”, the German car giant will supply 4,000 vehicles for athletes, officials and VIPs during the Games. The company's range of cars, from limousines to the Mini, will be used.
BMW is expected to be the last “tier one” sponsor of the Games and the deal takes the organising committee, Locog, to within about £100 million of its £700 million sponsorship target.
The four-year search for a car sponsor has included talks with BMW's German rival Mercedes-Benz.
This month BMW reported a 75 per cent fall in quarterly profits on the previous year, although the Munich-based firm said it expects to bounce back next year.
BMW will also supply electric vehicles, motorbikes and bicycles for use by athletes in the Olympic village.
Locog chairman Sebastian Coe said: “Operationally, an automotive deal is vital for any organising committee and so I'm thrilled BMW is on board. They share our vision to stage a sustainable Games in 2012 and will be a valued partner.”
Locog, which aims to raise £2 billion in commercial revenues from sponsors, broadcasting and tickets towards the cost of the Games, has signed up 24 sponsors. Other “tier one” sponsors include British Airways, BT, adidas, EDF Energy and Lloyds TSB.
Reader views (3)
So this is "the Green Olympics"? Hoi Polloi herded into public transport, while VIPs swan around in high-carbon emmission vehicles.
- Bloke, Lambeth, 18/11/2009 14:12
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Of course we couldn't use an English car manufacturer. Jaguar / Range Rover, Bentley, Vauxhall, Ford, TVR, Noble, Lotus, Rolls Royce, Morgan etc.
Looking on the bright side Minis are built in Oxford.
The irony is that BMW built the engines for the Heinkel bombers that used to flatten east London.
- Jimbob, Kensington, 18/11/2009 13:45
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Now that BMW are signed up, I wondered how much they (BMW) would charge LONDON 2012 for the rights to use the BMW logo for the Games instead of that horrid jigsaw puzzle....?!
- Martin, Kent, UK, 18/11/2009 13:06
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