Marketing Report London 2012 - International Olympic Committee

4 FOREWORD
Jacques Rogge, President, International Olympic Committee
The London 2012 Olympic Games provided 17 unforgettable days of sport and celebrations and we
are indebted to so many for making this a reality.
At the Closing Ceremony I described the Games as “happy and glorious”. We witnessed sporting
magic in action and moments that will inspire young people, not only in the home nation but also
around the world.
London showed the best of British hospitality throughout the Games and the public reaction
across the entire country was exceptional. These are the people who provided the soundtrack
for the Games and their enthusiastic cheers energised the competitors and brought a festive
spirit to every Olympic venue.
The legacy of London 2012 will become clear in many ways. Concrete improvements in infrastructure
will benefit the host nation for years to come, while the human legacy will reach every region of the
world and many young people will be inspired to take up a sport or to pursue their dreams.
None of this would have been possible without the invaluable contributions made by our international
and domestic marketing partners. In particular, the Olympic broadcast partners and the Worldwide
Olympic Partners played an integral role in giving the world’s best athletes the chance to compete
and share their stories with billions of people around the world.
We are profoundly grateful to all our partners for their support, and in this report you will see
how important their contributions were to the London 2012 Olympic Games and to the Olympic
Movement as a whole.