BMW seeks 2012 support

The car company is holding a pitch for an agency to maximise its top-tier sponsorship of the 2012 Games, which is thought to be worth £30-50m.

BMW's corporate comms director Graham Biggs confirmed that a pitch was under way and an appointment expected 'fairly shortly', but declined to disclose further details of the brief.

Many of the sponsors of the Games have already sought agency support to help gain the maximum publicity out of their investments.

Last November, British Airways hired Cake, while Procter & Gamble has appointed Hill & Knowlton to handle its Olympic sponsorship activation programme in the UK.

P&G holds the rights to market more than 50 brands at the 2012 Olympics. These brands will sponsor athletes and national teams in the build-up to the Games.

Meanwhile, Weber Shandwick has launched an 'Olympics marketing' offering, aimed specifically at providing brands with comms around Games sponsorships.