The Olympics

The Olympics


News, information and stories about the Olympic Games.

Monday, 10 March 2008

The Cost of Sponsorship

BT, one of the sponsors of the London 2012 Olympics, faces a large bill for its sponsorship of the Games.

BT will provide communications services (estimated at being around £120M) for the event in return for publicity worth around £50M-£80M.

This leaves BT with a shortfall of between £40M-£70M.

The question is, who will bear the cost of this shortfall?

A cynic might argue that it will be BT's customers.

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