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The London 2012 torch mixes the Olympian and the corporate

Sponsors to the fore in torch relay but who will light the flame in the London 2012 Olympic stadium?This article titled “The London 2012 torch mixes the Olympian and the corporate” was written by Owen Gibson, for guardian.co.uk on Thursday 19th May 2011 09.58 UTCAs Seb Coe stood up to speak about the inspirational effect of the flame that will a year from now be passing through the cities, towns and villages of Britain having been “lit by the power of the sun on Mount Olympus”, three other figures looked on intently.They sat alongside him as he went on to talk about the galvanising effect he expected the tour to have on communities as the Olympic spirit coursed through them and they hosted their own celebratory events in the early summer gloaming.And they listened intently as Coe spoke affectingly about a husband and wife team who sold their house so the community gym they run in south-east London could survive – his nomination for one of the 7,200 out of 8,000 torchbearer slots reserved for members of the public.The three onlookers, who then got to take their turn to speak, were representatives of the three “presenting partners” – Samsung, Coca-Cola and Lloyds TSB – who get to plaster their branding over the torch relay. The man from Coca-Cola alone promised to bring “happiness and celebration” to the route.It is they (along with local authorities along the way) who effectively pay for the hoopla that will surround the torch relay that organisers hope will be the moment that the nation drops any lingering cynicism and truly embraces the Games.It was the most obvious manifestation in London to date of the sometimes uneasy, but ultimately profitable, mix of heady Olympic ideals and hard-nosed commercialism that has turned the modern Games into the globe-straddling event that it is.The genius of the International Olympic Committee’s commercial growth since the Los Angeles Games of 1984 has been to rake in huge sums from sponsors while enforcing very strict rules on how they can use the rights.As one of the very few events that the IOC allows them to overtly brand, the torch relay is where that symbiotic relationship – the organising committee Locog needs the sponsors to contribute £700m towards its £2bn budget, the sponsors want to extract every last drop of value out of their huge investment – becomes clearest.So it was that Coe began his press conference invoking the loftiest of Olympic ideals and ended it defending the involvement of Coke and answering questions on how many fizzy drinks his children guzzled.In common with their wider activity to date surrounding the London Games – which has tended to focus on warm and fuzzy corporate social responsibility activity rather than overt branding – all three sponsors have bought into the idea of using the relay as a means to run campaigns offering worthy members of the public the opportunity to claim their own slice of Olympic history and run a few hundred yards with the torch.A Locog team has spent two years painstakingly researching the 8,000-mile route and negotiating with local authorities. They hope that when the relay hits town, backed by wall-to-wall coverage from local media who will concentrate on the rich back stories of those running and the celebratory event that will take place every night (something between a Radio 1 roadshow and a county fair sponsored by multinationals, by the sound of things) Olympic fever will take hold up and down the country.Whether they succeed will depend to a large extent on those sponsors. If they get it right, Locog, the brands and the public will benefit. Get it wrong, and it could dent public enthusiasm.Sally Hancock, head of 2012 at Lloyds TSB, argued at the launch that in many ways the Olympics couldn’t have come at a better time for her company. Struggling to repair public trust and negotiating the internal challenge of merging two huge banks, the opportunity to create a feelgood factor around an event that is at once local and national in scale could be a huge one.But if the public is turned off and fails to buy into the concept – Locog has promised half the runners will be between 12 and 24 and 90% will be ordinary members of the public, to be nominated through four separate campaigns by the organisers and the sponsors– then it will feel like a long 8,000 miles.Locog will also have to get the balance right between safety and celebration. The defining public image of the Beijing international torch tour, which caused the IOC to turn it into a domestic event confined to the host country, was of a scrum of security guards bludgeoning their way through human rights protesters as bussed-in supporters of the Chinese government looked on.The UK’s experience will be becalmed by comparison. But Coe – who has often described Britain as a “slow-burn nation” that will take time to reach fever pitch over the Olympics – knows more than anyone how crucial it is that the relay is the moment at which the flame ignites that enthusiasm.And by the time the torch reaches the Olympic stadium, the eyes of the world will be on it. Which raises three obvious questions: Who will light the cauldron? How? And where will it be (there is still debate within Locog about whether it should be in the stadium, on top of it or on some sort of structure nearby)?The most memorable final torchbearers – Muhammad Ali in Atlanta, Cathy Freeman in Sydney – have held resonance beyond merely their status as sporting heroes in their home country. And the more spectacular the method of lighting the cauldron (the archer in Barcelona, the flying Beijing gymnast), the greater the risk of global humiliation.The task for Danny Boyle, the Trainspotting director already planning the opening ceremony in an east London warehouse, will be to come up with something to top what has gone before. Bookmakers immediately installed Sir Steve Redgrave as favourite, but will the emphasis on youth that characterised the bid promises lead organisers to a younger face? Coe, who might have been a leading contender were he not already so intimately involved with the staging of the Games, has already ruled himself out. guardian.co.uk © Guardian News & Media Limited 2010Published via the Guardian News Feed plugin for WordPress.Thanks for subscribing to Andy Roberts blogThe London 2012 torch mixes the Olympian and the corporateRelated posts:London Olympics organisers appeal to protesters not to disrupt flame routeLondon 2012 Olympics countdown clock stopsLondon 2012: Ten best of the web

May 19 2011, 5:24am | Comments »

London Olympics organisers appeal to protesters not to disrupt flame route

Lord Coe says he is confident balance can be struck between security and celebration as he unveils locations of the Olmpic torch’s 70-day journey around the UK to herald the start of the London 2012 Olympic Games.This article titled “London Olympics organisers appeal to protesters not to disrupt flame route” was written by Owen Gibson, sports news correspondent, for The Guardian on Wednesday 18th May 2011 16.03 UTCLondon 2012 organisers called on protest groups not to disrupt the 8,000-mile journey of the Olympic flame around the UK, after unveiling its route for the first time.Lord Coe, chairman of the London organising committee of the Olympic Games (Locog), said he was confident the balance could be struck between guaranteeing the safety of the 8,000 torchbearers and ensuring a celebratory atmosphere.“We will make sure that the torch flame gets around the UK in the safest and most secure way, but at the same time we want communities to celebrate it and not [put it] behind a cordon of steel. I think we’ll get the balance right,” he said.He appealed to protest groups not to target the route of the torch, which according to tradition will be lit on Mount Olympus before beginning its journey around the UK at Land’s End on 18 May next year.“This is friendship, this is respect, this is showcasing extraordinary talent in local communities. I really don’t sit here thinking this will be a catalyst for massive demonstrations. I think people get this,” he said.The Beijing torch relay in 2008, the last that ventured beyond the borders of the host country before the International Olympic Committee (IOC) changed its policy, was chiefly remembered for protests and heavy-handed security. In Vancouver, protesters disrupted the last few days of the event, sparking counter-demonstrations from those supporting it.Coe, unveiling the first 74 locations on the torch’s 70-day tour of the UK, said the relay would be vital in igniting enthusiasm for the London Games beyond the capital and insisted that it would not be a giant marketing exercise for sponsors.“I am proud and excited as I envisage the moment that really marks the start of our Olympic celebrations in the UK and far beyond,” said Coe, who ran with the torch ahead of the Vancouver Games.“As it made its way around Canada, it drew renewable power from every community it passed through. As it made its journey across that huge land mass, Vancouver’s Games became Canada’s Games.“That is London 2012′s intention too. Ours will be a Games that takes place on your doorstep.”The 8,000 torchbearer places are divided between Locog and the three “presenting partners” – Coca-Cola, Lloyds TSB and Samsung – who will help fund the events that will take place at each overnight stop.As the only part of the Olympics that can be branded, it is likely the sponsors will have a heavy presence but, like Locog, they have promised to make the vast majority of their torchbearer places available to members of the public.Coe said more than 90% of places would be taken by the public, with half of the torchbearers aged between 12 and 24.Locog has already launched its own nominations campaign, inviting the public to put forward members of their community with inspiring stories.The sponsors will take a similar approach in distributing the tickets to the public and staff. The cast of public torchbearers is likely to be augmented by athletes and celebrities.The announcement has also sparked speculation about the likely identity of the final torchbearer who will light the cauldron in the Olympic stadium at the climax of the opening ceremony, with bookmakers installing Sir Steve Redgrave as favourite.The final route will take the torch to within an hour of 95% of the population across England, Scotland, Wales, Northern Ireland and six outlying islands. It will visit the Isle of Man, Guernsey, Jersey, Shetland, Orkney and the Isle of Lewis. Coe said Locog was also in advanced talks to take the torch to Dublin.British IOC member Sir Craig Reedie said the route would also pass UK sporting landmarks including Wimbledon, Old Trafford, St Andrew’s and Much Wenlock in Shropshire, the birthplace of the modern Olympics.The event will also be crucial to the cash-strapped British Olympic Association. Under the terms of its recent settlement with Locog after it backed down in a row over the division of any surplus from the Games, it will receive the royalties to two branded items of Olympic merchandise.In Vancouver, more than 3.5m pairs of red mittens were sold to those who lined the route to raise money for Canadian sport. The BOA will unveil its branded merchandise next year. guardian.co.uk © Guardian News & Media Limited 2010Published via the Guardian News Feed plugin for WordPress.Thanks for subscribing to Andy Roberts blogLondon Olympics organisers appeal to protesters not to disrupt flame routeRelated posts:London Olympic organisers defend ‘peculiar’ ticket payment processLondon 2012 Olympics countdown clock stopsIran claims London 2012 Olympics logo spells ‘Zion’

May 18 2011, 11:57am | Comments »

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The London 2012 torch mixes the Olympian and the corporate

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