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Jul 25th


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Who Sponsors the London 2012 Olympic Torch?

What is gold, weighs 1 kilogram, is 800 millimeters high, and has 8,000 holes punched into it representing its 8,000 honorary bearers?

If you guessed the London 2012 Olympic Torch, then you are correct.

But what you might not know is that Coca-Cola, Lloyds TSB and Samsung are the presenting sponsors for the famous flame. What better way to make an impression at the event than associating your brand with the Olympic torch carried by people who have made positive impacts within their communities. After celebrating the achievements of 8,000 Torchbearers and visiting 1,000 locations across the UK, the Torch will reach its final destination on July 27th to begin the Opening Ceremonies.

Until then, Coke, Samsung and Lloyds will continue to lead the torch surrounded by millions of spectators lining the relay route. Their blasting music, swag giveaways and decorated vehicles will be sure to spark the crowds with Olympic excitement.

Not only are these sponsors involved right in the action, they were also able to select many of the 2012 Torchbearers. Coca-Cola was responsible for allocating 1,350 slots to members of the public. Samsung and Lloyds, as well as Olympic committees and other sponsoring brands chose the remaining bearers.

“Over 90% of our allocation has gone to members of the public through our Future Flames campaign, which celebrates inspirational people by giving them the once-in-a-lifetime opportunity to carry the Olympic flame,” said a Coca-Cola spokesman. “A small number of our allocation has been given to some of our employees through a nomination campaign, and to our campaign ambassadors who have helped to find our Future Flames. Our remaining places have been given to our partner organizations and their affiliates.”

This isn’t the first time Coca-Cola has been involved with the Olympics; they began their partnership with the flame in 1992 in Barcelona. London 2012 will mark the eighth time the company has served as a presenting partner.

The electronic company, Samsung is also a familiar partner, having supported Athens 2004, Torino 2006 and Beijing 2008. In London, Samsung will be encouraging participants to join together for the memorable journey.

There are over 62 million citizens in the UK, so the London Olympics couldn’t go without a national sponsor. Lloyds TSB has organized National School Sports Week since 2009, retrieving 7.8 million young participants and more than 19,600 schools. Their community involvement has enhanced the nations involvement with the 2012 Summer Olympics.

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