BMW and Mini to sponsor games and supply cars for officials
Mark Tisshaw
18 November 2009

BMW has become a major Tier One sponsor of the London 2012 Olympics and will supply all vehicles for the games.

More than 4000 cars and motorbikes will be supplied across the firm’s range, with electric, hybrid and conventionally-fuelled vehicles all being used.

Lord Sebastian Coe, chief of London’s bid, told Autocar that BMW was a “natural fit” in London’s attempts to hold a “sustainable Olympics”.

“The size of BMW as a global brand, coupled with its presence and investment in the UK, meant that it was a natural fit,” said Coe. “We made a very firm pledge before we were even awarded the games that the average CO2 emissions of our fleet would be no more than 120g/km. BMW gives us that.”

Ian Robertson, BMW Group’s global head of sales and marketing, said BMW would be using cars from across its range at the games.

“Electric vehicles will only make up a small part of the fleet,” Robertson told Autocar. “We will predominantly be using Minis, 1-series and 3-series but there will be a use for all cars in our range. We’ll be using the games to promote our Efficient Dynamics programme and showcase our commitment to the environment”

The first all-electric vehicles from BMW’s MegaCity electric project could also appear at the games, said Robertson, but it was “too early to say” at this point. The only confirmed electric car confirmed to be used at the games is the Mini E.

The cars will be used to transport all athletes, technical officials, media London 2012 representatives, national Olympic committees, the IOC and other marketing partners around the venues.

BMW has reportedly paid around £30 million to secure the deal.

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