Holiday Inn and Holiday Inn Express, part of the Intercontinental Hotel Group, will be a tier three sponsor of London 2012.
The sponsorship deal includes an undisclosed amount of cash plus accommodations and meeting rooms for London organizers. Value of the deal is believed to be worth about $15 million.
“This is a great opportunity and prefect time for us because of our $1 billion re-launch of Holiday Inn and Holiday Inn Express,” IHG spokesperson Eleanor Conroy tells Around the Rings.
IHG will also help LOCOG plan the Olympic village and its staff will help operate the Olympic village.
“Just like the world class sportsmen and women who will stay in the Olympic Village, we’ll bring our own world class team to Stratford to make life as easy as possible for the athletes so they focus on the task in hand – competing and winning medals,” IHG CEO Andy Cosslett said in a statement announcing the sponsorship.
IHG is the 19th sponsor for London 2012.
“For us to have Holiday Inn join our family provides us with another great pool of knowledge and skills to ensure that all of those attending the Games, whether from with the UK or from abroad, as competitors or spectators, will have an enjoyable and memorable experience. The global expertise of Holiday Inn in welcoming visitors and meeting customer needs will be vital between now and 2012,” said London 2012 chairman Sebastian Coe.
IHG which opened two hotels in Beijing for the 2008 Olympics, says it plans to open “several more” in London prior to the 2012 Games.
IHG has more than 40 hotels in London under its Holiday Inn, Holiday Inn Express, InterContinental, and Crowne Plaza brands.
Olympic and sports sponsorship isn’t new to the company. It was a sponsor of the 1996 Atlanta Olympics and sponsored the Olympic torch relay.
The company will provide its first services for London 2012 this month when London 2012 holds its first World Press Briefing at the Holiday Inn in the Bloomsbury district of the city.
The sponsorship apparently will not include the IOC hotel for 2012. Plans call for the Hilton on Park Lane to house the IOC during the Games.
With reporting from Isia Reaves
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