LOCOG, headed by the charismatic Lord Sebastian Coe, have raised £600m in sponsorship revenue from 26 corporate backers for the London 2012 Games. No doubt, corporations are still seduced by the opportunity to bask in the reflected glory of the Gold medal victories of athletes, and to view their own logo standing proudly next to that of the Olympic rings. However, such an achievement can still be considered no mean feat, given the recessionist culture that we are currently living in. When costs are being cut, jobs have been lost, market fears are constantly rearing their ugly heads, and global investment banks are subject to fraud investigation, how do the Games continue to attract such notable funding?


AuthorsDr Elesa Argent
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