Munich 2018 Olympic Bid Signs BMW Sponsorship

(ATR)The Munich 2018 Winter Olympic bid unveils BMW as its first major partner in a deal worth up to $7 million. Bid chiefs tell Around the Rings they are close to signing three more big-name sponsors, which could generate an additional $21 million.

IOC Vice President Thomas Bach told ATR further sponsors will be signed up in the coming weeks.

“They are the first really big one. It shows that the German economy as well as German politics and sport are right behind the bid,” said Bach, who is also president of the German Olympic Sports Federation.

The German automotive company is partnering with the Bavarian city’s 2018 bid campaign in the 2009 to 2011 application phase. The deal includes non-cash contributions such as the provision of vehicles.

“As the global automotive leader in the area of sustainability, we are promoting and supporting the idea of a sustainable Olympic Winter Games in Munich in 2018. If the Olympic Games come to our city, we want to be part of them,” said BMW Group Chairman Norbert Reithofer at a press conference in Munich Thursday.

Bach’s comments to ATR came in Lausanne where he was involved in two days of 2016 Olympic bid city briefings. Also in attendance was Munich 2018 managing director Bernhard Schwank.

Schwank tells ATR the BMW deal follows sponsorships with the Munich Airport, Munich Fair and a number of smaller ones. “We are very proud and very happy to have them with us now,” he said.

Munich is seeking to raise nearly $40 million to fund its bid activities in the run-up to the 2011 vote on the 2018 Olympic host city. It is attempting to become the only Summer and Winter Olympic host city, following its staging of the 1972 Games.

Schwank said the bid is working hard to raise all the funding necessary to finance its two-year bid campaign. The main challenge is expected to come from PyeongChang, South Korea and Annecy in France.

“We are in very good negotiations with the next two or three bigger sponsors. I am sure we will finalize some other contracts within the next couple of weeks or months,” he said.

“I expect two, maybe three,” said Schwank, adding that the announcements would include a bank, sportswear company and an electronics firm.

Tipped to join the bid are Adidas, Siemens and Sparkasse, the German bank.

They were among the private sector companies bid leaders met with earlier this month. German Chancellor Angela Merkel endorsed the Munich 2018 bid after participating in the Berlin meeting with potential sponsors, saying it had the full support of the government. Bach and Bavarian Prime Minister Horst Seehofer also attended.

Now in new offices with 12 staff working on the bid, Schwank said work is continuing on documentation and branding. “It works very smoothly at the moment. We feel good. Everything is going well.” he said.

The master plan for the 2018 Games concept, including the venue plan, would be finalized within the next few weeks, he confirmed. Bid employees are also working on the mini bid book due for submission to the IOC next March.

Under the bid concept, Munich would stage ice events, with snow events held in Garmisch-Partenkirchen, site of the 1936 Winter Games, and sliding events in Koenigssee.

Schwank said further recruitments will be made to the bid team shortly. Communications staff and an international relations firm are to be hired within the next month.

With reporting from Mark Bisson.

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