12 July 2007 – French state-controlled electricity and gas group EDF has became the second top tier sponsor for the London 2012 Olympics. The details of the deal were not disclosed
The group joins Lloyds TSB as a tier-one sponsor signed up by Locog, the organizer of London’s Olympic and Paralympic games, which is aiming to raise £2bn ($4bn) from revenues, including sponsorship towards the cost of the games.
EDF will be the prime utility sponsor for London 2012. A proponent of building nuclear power stations as part of efforts to cut greenhouse gas emissions, EDF will also be a sustainability partner for London 2012.
The deal means that EDF will be the only group in its industry able to market itself directly as a top tier London 2012 sponsor. It also gains use of the much-maligned 2012 logo.
The group will also be able to associate itself with the British Olympic teams for next year’s summer games in Beijing and the 2010 winter games in Vancouver.
Its UK subsidiary, EDF Energy, was a sponsor of the initial London bid for the games.
Analysts at GroupM, the WPP-owned media forecasting business, believe Locog could agree total sponsorship deals worth close to £220m ($447m) this year.