Why Sponsor the Olympics?

Here's some interesting insights behind the motivations of a few major Olympic sponsors

Procter and Gamble

• The firm aims to make $500m (£325m) in additional sales this year thanks to its London 2012 association.

• To launch Procter and Gamble as a corporate brand - as something separate from the individual brands that P&G owns.

• As a powerful tool to motivate and focus the workforce and promote diversity within the organisation

Cisco Systems - a technical partner

• To showcase the company's operations and its infrastructure 

• To promote the company's reputation and build a legacy 

• To build internal competencies such as innovation, entrepreneurship and uncommon skills

• To build skills in school in both science and maths 

Freshfields Legal

• Business to Business Marketing

• Energising and motivating staff through access to athletes