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London Olympics: What the Games Mean for Business - UK - July 2011

This report assesses London’s preparations for the 2012 Olympic Games, outlines their anticipated impact on a range of leisure and retail sectors and examines consumers’ expectations of and attitudes towards our staging of the world’s biggest sporting event.

"A broader range of consumers are willing to expand their interest horizons around the Games than they are around other sporting mega-events, but are less committed to appointment viewing and communal watching out of home. London 2012 presents an opportunity for brands to tap into these trends so long as consumers remain engaged with the event despite being limited in their opportunities to physically connect with it."

– Matt King, Head of Leisure, Tourism, Technology and Media Research

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The Olympic Games and their impacts
              • Figure 1: % of UK’s top ten most popular sports comprised of Olympic/non-Olympic sports, 2010
            • Games encourage sports fans to broaden their horizons
              • Venues to vanish when Games leave town
                • Consumers to cool as hot tickets make London 2012 a long-distance event?
                  • Leisure impacts – a different ball game to FIFA World Cup
                    • Sponsorship of London 2012
                      • Figure 2: Olympic Games sponsors and sponsorship revenue, 1996-2012
                    • London 2012 taps into sponsorship trend of generating more from less...
                      • ...but LOCOG brands’ space is squeezed by insiders and outsiders alike
                        • The consumer
                          • Figure 3: Intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                        • Home Games viewing a family affair
                          • Regions split on favourite sports
                            • Legacy belief hangs in the balance
                              • Figure 4: Perceptions of the value of the London 2012 Olympic Games, May 2011
                            • What we think
                            • Issues in the Market

                                • How can the Games engage consumers beyond London and the South East?
                                  • How will the presence of the Games within the UK affect the way we follow them?
                                    • What impact will the Games have on consumers’ purchasing and leisure habits?
                                      • How can brands without Olympic sponsorship rights legitimately associate with the Games?
                                        • How will consumers and businesses cope with the disruption to transport and trade the Games are expected to cause?
                                        • Future Opportunities

                                            • Trend: Many Mes
                                              • Trend: Rebirth of Cities
                                              • The Olympic Games – An Overview

                                                • Key points
                                                  • London 2012 – Seven years in the making
                                                    • Figure 5: London 2012 Olympic Games timeline
                                                  • Olympic sports – Something for everyone?
                                                    • Figure 6: Summer Olympic and Paralympic sports, 2012
                                                  • Games watchers willing to try something new
                                                    • Figure 7: Most popular spectator and participation sports, 2010
                                                  • Television offers a rare window to the world
                                                    • Figure 8: UK television coverage of selected Olympic sports, 2008-10
                                                  • The Olympic budget
                                                    • Figure 9: Breakdown of 2012 hosting budget, February 2011
                                                  • Venue costs to break £1 billion barrier
                                                    • Figure 10: London 2012 Olympic Games new venue costs
                                                  • Olympic venues spread sports around
                                                    • Figure 11: London 2012 Olympic Games venues
                                                  • Legacy partners can gain by association
                                                    • Figure 12: Legacy plans for new London 2012 Olympic Games venues
                                                  • Ticketing proves a turn-off
                                                    • Figure 13: Olympic Games ticket sales, 1984-2012
                                                  • Merchandising more modest than Beijing
                                                    • Figure 14: Olympic Games licensing revenues, 1988-2012
                                                  • Law makes marketers mind their language
                                                    • Figure 15: Words subjected to restricted use under London Olympic Association Right, June 2011
                                                • Olympic Impacts

                                                  • Key points
                                                    • London bids high to win
                                                      • Attractions see spotlight staying on the capital
                                                        • Figure 16: Anticipated impact of future public events on English visitor attractions, January-March 2011
                                                      • Conflicting views in hotel market
                                                        • A 17-day TV ad campaign
                                                          • Figure 17: Olympic Games global television audiences, 1988-2004
                                                        • Leisure market braced for more losers than winners
                                                          • A launch pad for urban regeneration and economic growth
                                                            • Sport participation
                                                              • Olympic sports already on the curriculum
                                                                • Figure 18: Most popular sports in state schools in England and Wales, 2009-10
                                                              • Business hopes for only local difficulties
                                                              • Olympic Sponsorship and Advertising

                                                                • Key points
                                                                  • Sponsors prepared to pay for space
                                                                    • Figure 19: London 2012 Olympic Games Tier One sponsors
                                                                  • LOCOG brands topped by IOC partners?
                                                                    • Figure 20: IOC TOP VII partners
                                                                  • London 2012 Tier One sponsor profiles
                                                                    • adidas
                                                                      • British Airways
                                                                        • Sainsbury’s
                                                                          • BMW
                                                                            • BP
                                                                              • BT
                                                                                • EDF Energy
                                                                                  • Lloyds TSB
                                                                                  • Olympic Innovation

                                                                                    • Key points
                                                                                      • Heineken plays house
                                                                                        • Asics’ alternative Olympic experience
                                                                                          • Hornby flags up cabs
                                                                                            • Holiday Inn ice
                                                                                              • adidas zones in on activity
                                                                                              • Interest in the London 2012 Olympic and Paralympic Games

                                                                                                • Key points
                                                                                                    • Figure 21: Interest in London 2012 Olympic and Paralympic Games, May 2011
                                                                                                  • Men crave competition, women seek stories
                                                                                                    • London 2012 no long-distance event
                                                                                                      • The grey Games?
                                                                                                        • Sponsorship a smart move for Sainsbury’s
                                                                                                          • Paralympics – second-chance ticket sales?
                                                                                                          • What Will Consumers Do During the Games?

                                                                                                            • Key points
                                                                                                                • Figure 22: Intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                              • An at-home experience
                                                                                                                • Clubs to head for pubs
                                                                                                                  • Party hosts to spend the most
                                                                                                                  • What Will Consumers Buy During the Games?

                                                                                                                    • Key points
                                                                                                                        • Figure 23: Areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                      • Same shoppers, different demographic
                                                                                                                        • Sports betting worth a punt
                                                                                                                        • How Will Consumers Follow the Games?

                                                                                                                          • Key points
                                                                                                                              • Figure 24: Intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                            • TV back in the Games
                                                                                                                              • New media raises its bar
                                                                                                                                • New life for old media
                                                                                                                                  • Platform proliferation widens opportunities for association
                                                                                                                                    • Figure 25: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                  • Games-goers keenest to stay connected
                                                                                                                                    • Rights issues blunt ability of audio
                                                                                                                                      • Tech-savvy snap up sponsor goods
                                                                                                                                      • Which Sports Will Consumers Watch?

                                                                                                                                        • Key points
                                                                                                                                            • Figure 26: Olympic sports interested in, May 2011
                                                                                                                                          • Regions pick their favourites
                                                                                                                                            • Women drawn to experience and skill
                                                                                                                                              • Paralympics sports celebrate their differences
                                                                                                                                              • Perceptions of the Value of the Games

                                                                                                                                                • Key points
                                                                                                                                                  • Figure 27: Perceptions of the value of the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                • Games to find better memories among the young
                                                                                                                                                  • Parents look to their children’s futures
                                                                                                                                                    • Is participation a legacy we cannot afford?
                                                                                                                                                    • Attitudes Towards the Games

                                                                                                                                                      • Key points
                                                                                                                                                        • Figure 28: General attitudes towards the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                      • Sponsors turn strategic through shortage of sales
                                                                                                                                                        • Seeing disruption as an opportunity, not a threat
                                                                                                                                                          • Paralympic marketing a tool for authenticity
                                                                                                                                                          • Appendix – The Olympic Games – An Overview

                                                                                                                                                              • Figure 29: Interest in selected Olympic sports, 2006-10
                                                                                                                                                              • Figure 30: London 2012 Olympic venues
                                                                                                                                                          • Appendix – Olympic Sponsorship and Advertising

                                                                                                                                                              • Figure 31: London 2012 Olympic Games Tier Two sponsors
                                                                                                                                                              • Figure 32: London 2012 Olympic Games Tier Three sponsors
                                                                                                                                                          • Appendix – Interest in the London 2012 Olympic and Paralympic Games

                                                                                                                                                              • Figure 33: Interest in London 2012 Olympic Games, by demographics, May 2011
                                                                                                                                                              • Figure 34: Interest in London 2012 Paralympic Games, by demographics, May 2011
                                                                                                                                                              • Figure 35: Interest in London 2012 Paralympic Games, by interest in London 2012 Olympic Games, May 2011
                                                                                                                                                          • Appendix – What Will Consumers do During the Games?

                                                                                                                                                              • Figure 36: Intended behaviours during the London 2012 Olympic/Paralympic Games, by demographics, May 2011
                                                                                                                                                              • Figure 37: Areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, by most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 38: Areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, by next most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 39: Olympic sports interested in, by most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 40: Olympic sports interested in, by next most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 41: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 42: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by next most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 43: General attitudes towards the London 2012 Olympic/Paralympic Games, by most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 44: General attitudes towards the London 2012 Olympic/Paralympic Games, by next most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                          • Appendix – What Will Consumers Buy During the Games?

                                                                                                                                                              • Figure 45: Olympic sports interested in, by most popular areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 46: Olympic sports interested in, by next most popular areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 47: Areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, by demographics, May 2011
                                                                                                                                                              • Figure 48: Areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, by interest in London 2012 Olympic Games, May 2011
                                                                                                                                                              • Figure 49: Areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, by interest in London 2012 Paralympic Games, May 2011
                                                                                                                                                          • Appendix – How Will Consumers Follow the Games?

                                                                                                                                                              • Figure 50: Most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, by demographics, May 2011
                                                                                                                                                              • Figure 51: Next most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, by demographics, May 2011
                                                                                                                                                              • Figure 52: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by demographics, May 2011
                                                                                                                                                              • Figure 53: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by interest in London 2012 Olympic Games, May 2011
                                                                                                                                                              • Figure 54: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by interest in London 2012 Paralympic Games, May 2011
                                                                                                                                                              • Figure 55: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 56: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by next most popular intended behaviours during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 57: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by most popular areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 58: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by next most popular areas of anticipated expenditure during the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 59: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 60: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by next most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 61: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by other intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 62: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 63: Repertoire of intended ways of following the London 2012 Olympic/Paralympic Games in the media, by next most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 64: Intended ways of following the London 2012 Olympic/Paralympic Games in the media, by those with most interest in London 2012 Olympic Games, May 2011
                                                                                                                                                              • Figure 65: Intended ways of following the London 2012 Olympic/Paralympic Games in the media, by those with least popular interest in London 2012 Olympic Games, May 2011
                                                                                                                                                              • Figure 66: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 67: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by next most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 68: General attitudes towards the London 2012 Olympic/Paralympic Games, by most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 69: General attitudes towards the London 2012 Olympic/Paralympic Games, by next most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                          • Appendix – Which Sports Will Consumers Watch?

                                                                                                                                                              • Figure 70: Most popular Olympic sports interested in, by demographics, May 2011
                                                                                                                                                              • Figure 71: Next most popular Olympic sports interested in, by demographics, May 2011
                                                                                                                                                              • Figure 72: Popular Olympic sports interested in, by demographics, May 2011
                                                                                                                                                              • Figure 73: Other Olympic sports interested in, by demographics, May 2011
                                                                                                                                                              • Figure 74: Least popular Olympic sports interested in, by demographics, May 2011
                                                                                                                                                              • Figure 75: Olympic sports interested in, by most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 76: Olympic sports interested in, by next most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 77: Olympic sports interested in, by most popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 78: Olympic sports interested in, by next most popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 79: Olympic sports interested in, by popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 80: Olympic sports interested in, by other Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 81: Olympic sports interested in, by least popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 82: Most popular Paralympic sports interested in, by demographics, May 2011
                                                                                                                                                              • Figure 83: Next most popular Paralympic sports interested in, by demographics, May 2011
                                                                                                                                                              • Figure 84: Other Paralympic sports interested in, by demographics, May 2011
                                                                                                                                                              • Figure 85: Least popular Paralympic sports interested in, by demographics, May 2011
                                                                                                                                                          • Appendix – Perceptions of the Value of the Games

                                                                                                                                                              • Figure 86: Most popular perceptions of the value of the London 2012 Olympic/Paralympic Games, by demographics, May 2011
                                                                                                                                                              • Figure 87: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by most popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 88: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by next most popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 89: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 90: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by other Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 91: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by least popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 92: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by most popular Paralympic sports interested in, May 2011
                                                                                                                                                              • Figure 93: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by next most popular Paralympic sports interested in, May 2011
                                                                                                                                                              • Figure 94: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by other Paralympic sports interested in, May 2011
                                                                                                                                                              • Figure 95: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by least popular Paralympic sports interested in, May 2011
                                                                                                                                                              • Figure 96: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by most popular perceptions of the value of the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                          • Appendix – Attitudes Towards the Games

                                                                                                                                                              • Figure 97: Perceptions of the value of the London 2012 Olympic/Paralympic Games, by demographics, May 2011
                                                                                                                                                              • Figure 98: General attitudes towards the London 2012 Olympic/Paralympic Games, by perceptions of the value of the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 99: General attitudes towards the London 2012 Olympic/Paralympic Games, by general attitudes towards the London 2012 Olympic/Paralympic Games, May 2011
                                                                                                                                                              • Figure 100: General attitudes towards the London 2012 Olympic/Paralympic Games, by most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 101: General attitudes towards the London 2012 Olympic/Paralympic Games, by next most popular intended ways of following the London 2012 Olympic/Paralympic Games in the media, May 2011
                                                                                                                                                              • Figure 102: General attitudes towards the London 2012 Olympic/Paralympic Games, by most popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 103: General attitudes towards the London 2012 Olympic/Paralympic Games, by next most popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 104: General attitudes towards the London 2012 Olympic/Paralympic Games, by popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 105: General attitudes towards the London 2012 Olympic/Paralympic Games, by other Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 106: General attitudes towards the London 2012 Olympic/Paralympic Games, by least popular Olympic sports interested in, May 2011
                                                                                                                                                              • Figure 107: General attitudes towards the London 2012 Olympic/Paralympic Games, by most popular Paralympic sports interested in, May 2011
                                                                                                                                                              • Figure 108: General attitudes towards the London 2012 Olympic/Paralympic Games, by next most popular Paralympic sports interested in, May 2011
                                                                                                                                                              • Figure 109: General attitudes towards the London 2012 Olympic/Paralympic Games, by other Paralympic sports interested in, May 2011
                                                                                                                                                              • Figure 110: General attitudes towards the London 2012 Olympic/Paralympic Games, by least popular Paralympic sports interested in, May 2011

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Acer
                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                          • Bayerische Motoren Werke AG (BMW)
                                                                                                                                                          • BP Oil UK (retail)
                                                                                                                                                          • BP p.l.c.
                                                                                                                                                          • British Airways Plc
                                                                                                                                                          • British Beer and Pub Association
                                                                                                                                                          • British Broadcasting Corporation (BBC)
                                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                          • BT Group plc
                                                                                                                                                          • Cadbury Schweppes Plc
                                                                                                                                                          • CBS Corporation
                                                                                                                                                          • Cisco-Linksys, LLC
                                                                                                                                                          • Co-operative Group
                                                                                                                                                          • Coca-Cola GB
                                                                                                                                                          • Confederation of British Industry
                                                                                                                                                          • Deloitte Touche Tohmatsu
                                                                                                                                                          • Department for Culture Media and Sport
                                                                                                                                                          • EDF Energy
                                                                                                                                                          • English Heritage
                                                                                                                                                          • European Tour Operators Association
                                                                                                                                                          • Eurostar UK Ltd
                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • Fédération Internationale de Football Association
                                                                                                                                                          • Freeview
                                                                                                                                                          • GE Consumer & Industrial
                                                                                                                                                          • General Electric Company
                                                                                                                                                          • GlaxoSmithKline Plc
                                                                                                                                                          • Greater London Authority
                                                                                                                                                          • Heineken N.V.
                                                                                                                                                          • Heston Blumenthal
                                                                                                                                                          • Hornby plc
                                                                                                                                                          • Husqvarna AB
                                                                                                                                                          • Iberia, Líneas Aéreas de España SA
                                                                                                                                                          • IFM Sports Marketing Surveys Ltd
                                                                                                                                                          • International Olympic Committee
                                                                                                                                                          • J. Sainsbury
                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                          • Kantar Media
                                                                                                                                                          • Lidl (UK)
                                                                                                                                                          • London Development Agency
                                                                                                                                                          • London Energy
                                                                                                                                                          • Marks & Spencer
                                                                                                                                                          • McCann-Erickson Advertising Ltd
                                                                                                                                                          • McDonald's Restaurants Limited (UK)
                                                                                                                                                          • mmO2 plc
                                                                                                                                                          • National Audit Office
                                                                                                                                                          • National Lottery Commission
                                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                                          • News International PLC
                                                                                                                                                          • Nike
                                                                                                                                                          • Nortel Networks Corporation
                                                                                                                                                          • Omega Ltd
                                                                                                                                                          • Orange plc (UK)
                                                                                                                                                          • Panasonic
                                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                                          • Reebok International Ltd
                                                                                                                                                          • Rio Tinto
                                                                                                                                                          • Rolls-Royce Motor Cars Ltd
                                                                                                                                                          • Samsung Electronics (UK) Ltd
                                                                                                                                                          • Science Museum
                                                                                                                                                          • Stella McCartney
                                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                                          • Technogym UK Ltd
                                                                                                                                                          • Tesco Plc
                                                                                                                                                          • The All England Lawn Tennis Club
                                                                                                                                                          • The Boston Consulting Group Inc.
                                                                                                                                                          • The London Organising Committee of the Olympic Games and Paralympic Games Limited
                                                                                                                                                          • Thomas Cook Group PLC
                                                                                                                                                          • Ticketmaster
                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                          • United Parcel Service Inc.
                                                                                                                                                          • Virgin Media Ltd
                                                                                                                                                          • Virgin Mobile
                                                                                                                                                          • Visa Europe
                                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                                          • Waitrose Ltd
                                                                                                                                                          • Wembley National Stadium
                                                                                                                                                          • West Ham United Football Club
                                                                                                                                                          • Wild Bean Café
                                                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                                                          London Olympics: What the Games Mean for Business - UK - July 2011

                                                                                                                                                          £1,750.00 (Excl.Tax)