POSTED: February 1st 2010

London 2012 goes shopping as John Lewis joins the sponsor chain

Lord Coe: another day, another sponsor /
Lord Coe: another day, another sponsor /

KEIR RADNEDGE / Sports Features Communications

LONDON, Feb 01: London 2012 organisers have committed themselves to a promise of the Games’ standards being “never knowingly undersold.”

The John Lewis department store chain has become London’s 26th domestic sponsor as a tier three provider and its 26th domestic sponsor in its own particular category.

John Lewis will offer staff the chance to work at LOCOG in the build-up to the Games, help to furnish lounge and reception areas at Games-time venues, and provide warehouse space.

In addition, the John Lewis shop on Oxford Street and the planned shop adjacent to the Olympic Park at Stratford - due to open in 2011 – would be earmarked as key retail outlets for Games-related merchandise. These shops would hand to LOCOG all net profit on London 2012 merchandise sold.

London chairman Lord Seb Coe said: “John Lewis is a great British brand with a reputation for first class customer care and excellence. They bring a wealth of retail experience which will be invaluable to us as our merchandise programme ramps up.”

John Lewis has developed a Partners in Sport community initiative which includes sponsoring seven London 2012 hopefuls as well as funding sports coaches.

Keywords · London 2012 · Olympic Games · Coe · John Lewis

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