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t - y . o s l e b - I k s s s e l k , d i b - r e e e - have a sustainable future. London is blessed with many Vancouver, but they are different markets to ours and existing world-class venues which we will be using, your program has to fit the market you’re in. such as ExCeL London, the North Greenwich Arena Q: Many times credit is given only at the highest lev - (known as the O2), Wembley Arena, Earls Court, els of any organization and much will be bestowed on Wimbledon, and Lords. We will be building some tem - yourself, Sebastian Coe, and the Lord Mayor of porary venues at iconic locations such as Greenwich London when these Games are successfully completed Park, Hyde Park, and Horse Guards Parade. but are there others deserving of recognition for their In the Olympic Park itself we are utilizing temporary efforts in marketing or management during these final venues for the basketball arena and water polo arena. months of preparation. A journal like SMQ is only too Most of the venues on the Park have plans in place for happy to acknowledge the many hands that helped after the Games. The Copper Box (handball arena) will build such great Games. become a multi-sport venue, the velodrome will Deighton: The entire organization deserves credit for become a cycling center for London, and the aquatics what has been achieved so far. I have taken great pride center will become a swimming facility for both elite in bringing this team together and watching us grow athletes and the local community. Those venues that from a start-up organization into one which will have don’t have legacy tenants are well on the way through 6,000 employees, and meeting some of our 70,000 or the process. so Games Maker volunteers has been incredible. But Q: From a marketing perspective, what was the we shouldn’t forget that this isn’t just about LOCOG. essence of the London 2012 brand you and your team We work with numerous government departments, the wanted the world to take away about LOCOG, Mayor of London, the local authorities around our London as a host, and these specific athletic competi - venues, sponsors, contractors—the list goes on. It’s a tions? Was there a unifying theme that worked for all massive team effort. constituents? Q: While the specific athletic performances of the Deighton: We want the Games to be remembered for actual Games are still unknown, what aspect of your inspiring young people, for the transformation of east job have you enjoyed the most in helping steer this London, for some world-class, memorable sport, for gargantuan project toward its completion? And final - showing the world how great London is, and for its peo - ly, where does the road lead next for you when the ple. All of our plans are looked at through these filters. final reports are submitted? Q: Since this Q&A is for a sport marketing journal, Deighton: I think pulling together the team to deliv - can you comment on how TOP sponsors and London er this project has been the most enjoyable aspect of sponsors came together to activate their support for my time here at LOCOG. I believe we have the most the 2012 Games? Which brands or firms surprised you talented team in place and it fills me with huge confi - with their holistic integration or imagination? dence that the Games are going to be great. Approximately how much collectively will these par - After the Games? I don’t have time to think about ties have invested in London 2012? that right now! Deighton: Our sponsors have created some fantastic activation campaigns. It would be unfair to highlight some over others, but what I can say is without these great companies we would not be able to stage the Games. They are providing funding, people, equip - ment, and expertise—as well as activating their spon - sorship in any number of ways. Q: Staying in the marketing vein, how has Olympic marketing evolved from Sydney (2000) to today? While everyone expects lessons are learned along the way, how quickly does Olympic marketing and Olympic sponsorship change and grow from say a Beijing (2008) or even a Vancouver (2010)? Deighton: Things have moved on a great deal in the last few years as marketing campaigns become more and more sophisticated and social media has become even more widespread. Of course we have talked to previous Organizing Committees and spent time in Beijing and

Volume 21 • Number 2 • 2012 • Sport Marketing Quarterly 69