BMW becomes the leading sponsor of the 2012 Olympic Games in London
BMW has secured the rights to become the exclusive automotive sponsor of the 2012 London Olympic Games. As part of the partnership, BMW will be tasked to provide over 4,000 low-carbon vehicles to be used during the Olympic Games to transport, athletes, officials, media members, operations staff, Olympic committee members, the ISF, the IOC, and all of its other marketing partners.
The London Organising Committee of the Olympic Games and Paralympic Games’ (LOCOG) choice of BMW as the official automotive partner for London 2012 came down to BMW’s capability to provide vehicles with low-carbon emissions, which coincides with the Games’ central theme of ‘healthy living’.
LOCOG Chairman Sebastian Coe stressed the importancfe of securing an automotive sponsor this early so that they could put forth a shared vision of staging a green and eco-friendly Olympics. “Operationally, an automotive deal is vital for any organising committee and so I’m thrilled BMW is on board,” Coe said. “They share our vision to stage a sustainable ‘Games’ in 2012 and will be a valued partner. We welcome BMW on board and look forward to working with them over the next three years.”
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As was mentioned, equally important than being just the automotive sponsor is BMW’s continued involvement as a Sustainability Partner of the Games. According to Ian Robertson, board member of BMW AG, “Sustainability is a central pillar of our business and guides all aspects of our operations. This has lead to our being named by the Dow Jones Sustainability Index as the most sustainable automotive company, for the fifth year in a row. Therefore we have a natural affinity with London 2012 and its commitment to low carbon and healthy living.”
As part of their agreement, BMW will provide bicycles for use by staff and athletes in the Athletes Village. Likewise, BMW motorcycles will also be available for use in a number of Olympic and Paralympic events.
The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has announced that BMW has become the Automotive Partner of London 2012. BMW becomes the 7th Tier One Partner and 24th domestic sponsor overall. BMW will provide the 4000 or so vehicles which are required at Games time to transport athletes, technical officials, media, LOCOG operational teams, national Olympic Committees, International Sports Federations, the IOC and marketing partners.
In addition, BMW becomes London 2012’s latest and 6th Sustainability Partner supporting London 2012’s bid commitment to have a low emission Games-time fleet to help deliver its ‘low carbon’ and ‘healthy living’ Games objectives. LOCOG set challenging targets with respect to CO2 and European emission standards for the car fleet. BMW is set to provide a fleet of cars which not only meet the Euro 6 emissions standard but also beat the maximum average of 120g CO2 / km established by LOCOG. BMW will showcase electric vehicles as part of its activation.
At Games-time, BMW bicycles will be available for use by athletes in the Athletes Village and by London 2012 staff. BMW motorcycles will also be used in certain Olympic and Paralympic events.
A proportion of the fleet will be wheelchair-accessible and BMW will convert a number of vehicles for use by disabled drivers and passengers.
BMW has invested over £1bn in the UK since 2000 and employs over 8,000 people in manufacturing, distribution and financial services in this country. The company has created over 50,000 further jobs through support services, suppliers and dealer distribution networks. BMW will also activate their deal across the iconic Mini brand between now and 2012.
LOCOG Chairman Sebastian Coe commented, “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. On a commercial level, signing another Tier One Partner in this challenging environment is a fantastic achievement but it goes to show the inspirational power of the Olympic Games and Paralympic Games. Companies are recognising that there is a once in a lifetime opportunity to be part of this and seeing the benefit. We welcome BMW on board and look forward to working with them over the next three years. They have a vital role in keeping the Games moving and ensuring those working at the Games are where they need to be.”
Ian Robertson, member of the board of management of BMW AG, responsible for sales and marketing said: “Sustainability is a central pillar of our business and guides all aspects of our operations, so we have a natural affinity with London 2012. We see our partnership as a major opportunity, over the next three years and beyond, to focus attention on our range of the most fuel efficient premium cars – and also to shine a light on the future of individual mobility. This partnership will be an inspiration for our customers, employees, dealers and suppliers.”
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Notes to editors:
In April 2009 the EU established mandatory CO2 emission performance standards for new passenger cars. By 2012, 65% of each manufacturer’s newly registered cars in the EU must achieve a fleet average of 130 grams CO2 per kilometre (g/km). This will rise to 75% in 2013, 80% in 2014, and 100% from 2015 onwards. A so-called limit value curve implies that heavier cars are allowed higher emissions than lighter cars while preserving the overall fleet average.
Working with Cenex – the UK’s first Centre of Excellence for low carbon and fuel cell technologies – LOCOG decided to set a challenge to the car industry (given the nature and composition of its fleet) to meet a fleet-wide maximum average of 120 g CO2 / km for its cars (i.e. vehicles with no more than eight seats in addition to the driver’s seat). BMW is set to meet and beat the LOCOG target and is therefore well positioned to meet the EU targets ahead of time.
European emission standards define the acceptable limits for exhaust emissions (carbon monoxide, nitrogen oxides, particulates, etc) of new vehicles sold in EU member states. The emission standards are defined in a series of EU Directives staging the progressive introduction of increasingly stringent standards. The Euro 6 emissions standard, which BMW is set to meet, is not due to come into force until September 2014. All BMW diesel vehicles are also fitted with particulate filters as standard.
As it heads towards its £2bn budget for staging the Olympic and Paralympic Games, LOCOG has seven domestic Tier One Partners - adidas, BMW, BP, British Airways, BT, EDF and Lloyds TSB. There are six domestic Tier Two Supporters – Adecco, Cadbury, Cisco, Deloitte, Thomas Cook and UPS. There are eleven domestic Tier Three Suppliers and Providers – Airwave, Atkins, Boston Consulting Group, Crystal CG, Freshfields Bruckhaus Deringer LLP, Holiday Inn, McCann Worldgroup, The Nielsen Company, Populous, Ticketmaster and Trident.
The Worldwide Olympic Partners signed up for London 2012 are Coca-Cola, Acer, Atos Origin, GE, McDonald’s, Omega, Panasonic, Samsung and Visa.
Source: London 2012