BT's London 2012 partnership: A silver medal on the first outing

This article describes sponsorship of the London Olympics 2012 by BT, the telecommunications company.

BT's London 2012 partnership: A silver medal on the first outing

Anastasia KourovkaiaMillward Brown Optimor

BT's first foray into Olympic/ Paralympic sponsorship grew the brand and the business – but its impact could have been even greater.

Millions of people saw BT showcasing its capabilities on a global stage in support of London 2012, which delivered shareholder value through strengthened brand equity and increased employee engagement.

Back in 2006, UK consumer sentiment about the London 2012 Games was already more positive than any other sporting event. But there was no guarantee that this would translate into positivity towards sponsors....

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