The Best Yet?

The London Olympics are less than three years away, and (in theory) Olympic sponsorship programmes should be well underway by now. How many of the brands associated with the Games, either as TOP sponsors or national level sponsors, can say they're doing as much as EDF Energy at this stage??

Olympic sponsorship is a four year entitlement to tie your brand, your company, your organization to the Olympic Games; unfortunately, more often than not, sponsors wait until the Games begin to properly leverage their investments, focusing largely on the massive broadcast audiences and event spectators. EDF's efforts thus far are merely the tip of the iceberg of what Olympic sponsorship could and should be, and have set the bar for other sponsors.

Here's hoping the rest of the IOC and LOCOG (and more closely to home, VANOC) answer the call and step up their game...