Nielsen Signs Up As 2012 Sponsor

International research firm The Nielsen Company has become the London Organising Committee of the Olympic Games and Paralympic Games’ (LOCOG) 10th Tier Three provider, filling the slot of official market research services sponsor to London 2012.

Despite concerns that LOCOG could have trouble attaining sufficient sponsorship due to the aftermath of the economic downturn, The Nielsen Company has become the Games’ 20th domestic commercial sponsor.

Working in collaboration with the London 2012 marketing team, The Nielsen Company will undertake all of LOCOG’s market research services requirements, including developing a market research strategy, undertaking tracking studies and organising online panels and surveys.  

London 2012 chairman Sebastian Coe welcomed the appointment, pointing out that the company will aid LOCOG in its marketing schemes, specifically regarding how to connect with young people in the lead up to the Games.

The chairman also commented that Nielsen’s findings will be essential in the coming months, as LOCOG is stepping up its marketing this year.