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Olympics Diary: Day Six

Organisers of Holland Heineken House, the NOC (national Olympic committee) house first hosted in 1992 that has become one of the places to visit at an Olympic Games, considered football stadia in London before deciding on Alexandra Palace as host venue.

Hans Erik Tuijt, Heineken’s Global Activation Manager, told SportBusiness International yesterday that given the public interest in the house they “would have filled” a football stadium, but instead chose Ally Pally out of a list of 40 venues due to its “iconic setting”.
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NBCUniversal chief executive Steve Burke said he expects the US media group to break even on its coverage of the 2012 Games despite earlier expectations of making a loss.

Burke said NBCU is “way ahead of where we thought we’d be,” hailing ratings for the first five days of the Games which have been nine-per-cent higher than at the same stage of the 2008 Beijing Games. NBC had predicted a 20-per-cent ratings fall from the previous edition of the summer Games.
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The French government used the opportunity of the 2012 Olympics to showcase an array of sporting infrastructure in Guyane (French Guiana), located just north of Brazil, to high-powered sports officials gathered in the city.

The new developments in Guyane – which include stadia, hotels, a transport network and other facilities fit to host high-performance sport – are aimed at attracting elite athletes and national teams from the world’s top sporting nations in the lead up to the 2014 FIFA World Cup and 2016 Olympic Games. The plans were revealed at Club France in a presentation that involved FIFA World Cup winner Bernard Lama and Olympic silver medallist Malia Metalla.
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Sponsorship works – and if you need proof of that talk to Gordon Lott, Head of Olympic Marketing and Group Sponsorship at 2012 partner Lloyds Banking Group, about his partnership with London 2012.

“We have supported a third of the businesses who have won contracts to the Games and generated new-to-bank business directly off the back of our 2012 partnership, and in doing so at least covered the cost of our sponsorship,” he said in an exclusive blog for www.sportbusiness.com. “Reporting these hard benefits regularly to the board over five years was essential to create the circular effect of driving new business, which in turn delivers staff advocacy, which in turn supports our community activities.”