Coe says Olympic sponsors need a better “narrative” about their role (while interviewer Martin Sorrell prepares to carry Olympic torch)

Sebastian Coe says Olympic sponsors need a better narrative

Sebastian Coe talking about Olympic sponsors – image from Brand Republic

Olympic sponsors have been “reluctant” and “shy” in promoting their role in staging the London 2012 Olympics, according to the LOCOG chairman Sebastian Coe – and need to tell a “coherent and compelling narrative”, BrandRepublic reports.

The remarks, made at the Cannes Lions Festival, blamed negative coverage of sponsors’ involvement in the torch relay on a “willful refusal [by journalists] to understand the nature of the Games’ funding arrangements”.

It is not clear what element of their involvement was being covered negatively.

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