Boris seeks London sponsorship deals
Flush with success at raking in £700m in sponsorship for the 2012 Olympic Games London mayor Boris Johnson is seeking to replicate that success with London itself.
The bid to bolster the city’s coffers would follow the Olympics model with companies invited to become ‘official partners of London’ in return for co-financing events, cultural activities and sustainability projects.
This would supercede previous individual sponsorship deals, such as Virgin Money’s £17m support for the London marathon.
Speaking to The Times, London’s director for marketing said: “We could bring in more money by giving ownership of, say, the sustainability programme to a company. So every time Boris stands up to talk sustainability he says, for instance, that it is in partnership with BP and Shell.”