IOC eyes new sponsor after London success

Wed Jan 16, 2013 7:52am EST
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By Karolos Grohmann

BERLIN (Reuters) - The International Olympic Committee is planning to add a new sponsor in 2013 to replace computer manufacturer Acer, taking advantage of a favorable climate created by the London 2012 Olympics, the IOC's marketing chief said.

"The London 2012 Games were an absolute great success both for organizers and for the sponsors and it makes it easier to talk to companies after London," Gerhard Heiberg, head of the IOC's marketing commission, told Reuters in an interview on Wednesday.

Despite the economic downturn, London managed to balance its books with sponsorship deals and record revenues from ticket sales, Games organizers said in November.

Heiberg said the new sponsor would not necessarily have to be a computer company and instead reflect the changing electronics trends.

"We have plans and we are looking at that (computing) category and I hope to see the deal within the year. There are some possibilities with PC producers or some other companies to expand the category a little bit," he said.

"There are developments in this technical category. You have producers of TVs, PCs and other IT gadgets. There is such a revolution here."

The new sponsor will push the IOC's top sponsor program revenues for the period 2013-2016 above the $1 billion mark for the first time.

In comparison, the same program was worth $663 million for the period 2001-4.   Continued...

IOC Marketing Commission Chairman Gerhard Heiberg listens during a news conference announcing the IOC partnership with P&G in London July 28, 2010. REUTERS/Suzanne Plunkett