BT to sponsor 'London Live' Olympic entertainment events

BT is to sponsor a series of live screenings and music concerts at Hyde Park, taking place under the 'London Live' banner, during this summer's Olympics.

London Live: taking place at London's Hyde Park and Victoria Park
London Live: taking place at London's Hyde Park and Victoria Park

‘London Live’, which will take place every day of the Games, will also include live music, sports and entertainment events in Victoria Park and Trafalgar Square.

BT signed a deal in 2009 to become the official telecommunications partner of London 2012 at a reported cost of £80m. It is understood to be backing the Hyde Park event at a cost of £150,000 per day. Negotiations for the other venues are believed to be ongoing, with other sponsors, including Lloyds TSB, involved as well as BT.

BBC coverage of the Olympics will be broadcast on big screens in Hyde Park and Victoria Park from 27 July to 12 August, while screens in Trafalgar Square will show Channel 4’s Paralympic coverage from 29 August to 9 September. BT and Sainsbury’s are joint sponsors of the latter’s  programming.

Visitors to the London Live sites will be able to try out Olympic and Paralympic sports in participation zones.

Live music from big-name acts will take place each evening. Admission will be free, except for the concerts celebrating the Games’ opening and closing ceremonies.

BT declined to comment on plans for the event when contacted. London Live is being held in partnership with The Mayor of London’s office, The Royal Parks and Tower Hamlets council. None of these  bodies had responded to requests for comment at the time of going to press.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published