Sandy Holloway explained that the 2012 games would be unique from a business and marketing perspective. "The bringing together of London and the Olympic Games, two of the world's truly iconic brands, for the London 2012 games provides a powerful combination for companies that we probably haven’t seen at the Olympic Games for a very long time," Holloway said. "It could take the Olympic commercial programme to a size and scale never seen before."
Holloway, who provided strategic advice to the Chinese government for their 2008 bid and is now a consultant to the Beijing Organising Committee for the Olympic Games (BOCOG), warned that company decisions to get involved with the Olympics should be guided by an understanding of the stakes at play.
"Opportunities to differentiate and develop your brand, reposition your organisation and rejuvenate your employees on this scale are very rare indeed, and I have seen first-hand how powerful this can be to organisations that really understand the business potential."
Source: London Organising Committee for the Olympic Games (LOCOG)
Review by Emilie Filou