Olympic sponsors say Games delivered "huge value for money"

Three of the Olympics' biggest sponsors have spoken about how their support of the 2012 Games delivered a significant return on investment for their brand.

Sally Hancock and Norman Brodie
Sally Hancock and Norman Brodie

Representatives from BT, Lloyds and Cadburys all took to the stage at the Future Sponsorship conference in Istanbul yesterday (29 Nov).
Sally Hancock, director of Olympic marketing and sponsorship for Lloyds TSB, said the Games represented "huge value for money".

"We signed up as the earliest partner and we got out of the blocks early, leveraging for the full five years which was key to our success. We delivered against our objectives of brand reputation and staff motivation, spending 50% of our focus on internal activation," she explained.

Cadbury’s London 2012 general manager Norman Brodie revealed how the brand’s 'Spots and Stripes' campaign delivered an ROI of £3.39 for every pound invested, engaging 2.8 million people via social media.

As a result of the success, BT’s marketing and brand director Suzi Williams said sponsorship of events will be a "big part" of BT’s future sponsorship strategy.

"Sport will be central to this but culture and the continuation of the Cultural Olympiad will be important too," she commented.

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