Olympic sponsors in talks over 2012 legacy events

London 2012 sponsors, such as McDonald's, are in talks with a government-backed charity that aims to launch annual sports participation events.

Join In: hired LOCOG marketing director Greg Nugent
Join In: hired LOCOG marketing director Greg Nugent

The charity, called Join In, has hired ex-LOCOG marketing director Greg Nugent and former ITV chief executive Sir Charles Allen to help devise a series of events to encourage people to volunteer and participate at their local sports clubs.

The first Join In events, sponsored by BT, took place in the weeks between the Olympic and Paralympic Games.

Nugent said: ‘Our focus is to dream up something special for next year and work [with] great partners to help make Join In one of the most exciting parts of the legacy from the London Games.’

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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