Many of you may not know this, but BMW will be the exclusive automotive sponsor for the 2012 London Summer Olympics. As such, BMW will provide 4,000+ of its cars to transport athletes, officials, media, organizing committee members and other VIPs throughout the Olympics. The London Organizing Committee of the Olympic and Paralympic Games (LOCOG) set targets for CO2 emissions – which BMW met with its Olympic fleet of cars, beating the target average CO2 output of 120g/km.
BMW's model year 2012 electric vehicles will also be showcased and BMW bicycles will be put into use in the Olympic Village. Here is the official press release:
London 2012 plans move up a gear with BMW announced as the latest sponsor
- BMW has become a Tier One Partner and exclusive automotive sponsor of the 2012 Games - London 2012’s 24th domestic sponsor to provide low-carbon vehicle fleet for Games The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has announced that BMW has become the Automotive Partner of London 2012. BMW becomes the 7th Tier One Partner and 24th domestic sponsor overall. BMW will provide the 4000 or so vehicles which are required at Games time to transport athletes, technical officials, media, LOCOG operational teams, national Olympic Committees, International Sports Federations, the IOC and marketing partners.
In addition, BMW becomes London 2012’s latest and 6th Sustainability Partner supporting London 2012’s bid commitment to have a low emission Games-time fleet to help deliver its ‘low carbon’ and ‘healthy living’ Games objectives. LOCOG set challenging targets with respect to CO2 and European emission standards for the car fleet. BMW is set to provide a fleet of cars which not only meet the Euro 6 emissions standard but also beat the maximum average of 120g CO2 / km established by LOCOG. BMW will showcase electric vehicles as part of its activation.
At Games-time, BMW bicycles will be available for use by athletes in the Athletes Village and by London 2012 staff. BMW motorcycles will also be used in certain Olympic and Paralympic events.
A proportion of the fleet will be wheelchair-accessible and BMW will convert a number of vehicles for use by disabled drivers and passengers.
BMW has invested over £1bn in the UK since 2000 and employs over 8,000 people in manufacturing, distribution and financial services in this country. The company has created over 50,000 further jobs through support services, suppliers and dealer distribution networks. BMW will also activate their deal across the iconic Mini brand between now and 2012.
LOCOG Chairman Sebastian Coe commented, “Operationally, an automotive deal is vital for any organising committee and so I’m thrilled BMW is on board. They share our vision to stage a sustainable Games in 2012 and will be a valued partner. On a commercial level, signing another Tier One Partner in this challenging environment is a fantastic achievement but it goes to show the inspirational power of the Olympic Games and Paralympic Games. Companies are recognising that there is a once in a lifetime opportunity to be part of this and seeing the benefit. We welcome BMW on board and look forward to working with them over the next three years. They have a vital role in keeping the Games moving and ensuring those working at the Games are where they need to be.”
Ian Robertson, member of the board of management of BMW AG, responsible for sales and marketing said: “Sustainability is a central pillar of our business and guides all aspects of our operations, so we have a natural affinity with London 2012. We see our partnership as a major opportunity, over the next three years and beyond, to focus attention on our range of the most fuel efficient premium cars – and also to shine a light on the future of individual mobility. This partnership will be an inspiration for our customers, employees, dealers and suppliers.”