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.