It is marketing advertising opportunities around international sporting events featuring Olympic sports in an offer called “Road to London 2012”. The main events in the scheme are the major European and World Championship events that act as qualifiers for athletes aiming to compete at London 2012. There will also be programmes about the environmental initiatives developed by the organisers of the London Games, and magazine programmes focusing on the sports and athletes appearing at the Games.
“Road to London 2012” programming will have its own on-air branding. The first event to carry the branding will be the2010 European Athletics Championships from Barcelona, which the channel began broadcasting live yesterday.
Nearly 75 per cent of Eurosport's schedule is made up of Olympic sports, equal to around 4,500 hours per year. It has created advertising-funded programmes around the theme
For the 2012 Olympics themselves, Eurosport is planning 24-hour coverage its flagship pan-European channel, accounting for 350 hours.
