Between four and six companies will become top-level senior partners for the 2012 Games. It was initially thought that sponsors in the top category would have to pay out around £50million over the six years leading up to 2012.
The London Organising Committee have to bring in around £2 billion through TV money, sponsorship, merchandising and ticket sales to fund the Games. They are expected to sign their marketing contract with the IOC soon and can then start to sign up their first sponsors.
London 2012 organisers refuse to put any figures on the value of commercial agreements, but have been hugely encouraged by the experience of 2010 Winter Games hosts Vancouver, and the demand in the UK.
