BP announced in February that it would be a sponsor of the 2010 and 2012 U.S. Olympic and Paralympic Teams, as well as the 2011 U.S. Pan American Team. The deal is estimated to be worth between $10 million and $15 million.
Today I read a blog on the London Evening Standard:
"BP is taking advice from a London PR agency about how to handle its sponsorship of the 2012 Games.
As the clean-up operation from the oil spill in the US continues, the firm is wondering how much publicity it can dare generate on the back of the 2012 deal.
It is the backer of the "Open Weekend", a cultural festival which will take place in July to mark two years to go to the Games. But the headache for the oil firm bosses is whether there could be a backlash from promoting this work.
It can only be a coincidence that a press release for BP's Olympic mentoring programme "Young Leaders" was pulled at short-notice this week. Apparently this was because the young participants were tied up with exams. A case of heads down all round, it would appear."
BP chose to sponsor the Olympics because they felt it was a perfect platform to promote their green initiatives. If you were in BP's situation, how would you handle the Olympic sponsorship?
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