Chelsea FC joins London 2012 bid

The club will back the bid with a number of marketing initiatives before the International Olympic Committee votes on the Games' destination next July.

London 2012 will make use of perimeter board advertising, big-screen and public announcements at matches, and branding in programmes and magazines.

Editorial pieces will appear on Chelsea's TV and radio stations, and there will be a tie-in with the club's community scheme.

Chelsea, whose first-team squad includes six players born in and around London, including John Terry and Frank Lampard, is close to naming a club sponsor to replace Emirates at the end of this season. Siemens Mobile is expected to secure a deal in the next few weeks. (Marketing, 1 December)

This article was first published on Marketing