BP today announced that it will be the official oil and gas partner for the London 2012 Olympic and Paralympic Games. Under the banners of ‘Fuelling London 2012' and ‘Winning in 2012', the multi-national company will be working with the London Organising Committee (LOCOG) to ensure that transportation logistics of such a huge global event are catered for with due consideration for ‘green' concerns.
Transport and refuelling facilities will be provided for 4,700 vehicles as well as LPG for catering and other services. Recognising the environmental impact of catering for such vast volumes of people, the company are instating a corresponding carbon-offset programme.
In lending their expertise to the Games, BP hope to leverage their brand identity and develop both commercial - customers will be offered promotions and business-to-business partnerships will be fostered - and relationship benefits.
As part of the deal, BP will be allowed to use the London 2012 emblem and are seeking external brand usage rights in key international markets and opportunities for relationships with other national teams. The benefit that BP offers in return is the engagement of its broader audience, helping to reinforce the message that the Games are for everyone.
Commenting on the collaboration, Tony Hayward, spokesperson for BP said, "Like all really big human endeavours, London 2012 needs energy. I believe BP can benefit from some of the Olympic spirit. Our place is to be right up there, throwing our weight behind the Games to make London 2012 a success."
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