As one of seven Tier 1 partners of the Olympic Games, BMW is banking on massive exposure for the brand during this summer’s jamboree in London, not the least through the automaker’s sponsorship of 150 athletes. BMW UK managing director, Tim Abbott, is not revealing what the cost will be but outlined his Olympic thoughts to Simon Warburton.
j-a: Why did you decide to bid to become an Olympic Games Tier 1 partner?
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TA: “This goes back two years – I had just become managing director and I said what can make us different? We saw from very early on the Olympic Games message was about sustainability – that fits exactly with our efficient dynamics.
“It was BMW UK that decided on this initiative – we had done a bit of car work in Atlanta [1996 Olympic Games], but nothing on this scale. We said the cost to enter might make sense for us.
“The Tier 1 partners have acted closely together – we work with BP – no surprises – but also Adidas in terms of clothing and fitness work with our staff.”
j-a: There has been criticism from some quarters the organising committee has been too proscriptive when it comes to ensuring only Tier 1 suppliers can promote their products?
TA: “The rules of the game are you have bought the rights of the name and LOCOG [London Organising Committee of the Olympic and Paralympic Games] are very diligent about protecting the brand.”
j-a: How will BMW use its sponsorship to promote its vehicles but also to enthuse your associates (staff)?
TA: “One of the measures we got involved [with] is not just about TV, but also to show the car [s] physically. But we also have 17,000 associates in the UK and we saw it as an opportunity to excite our staff. They are involved with the Olympic Torch [relay].
“We have got 150 dealers around the country and we have asked them to get involved. Hopefully, 100 dealers [will be] active with the Olympic Torch and customers and they will get a once in a lifetime experience.”
j-a: How does sponsorship of the Games compare to BMW’s other sporting backing and how will you maintain the momentum after this summer?
TA: “It is the largest single activity we have ever done in the UK. We have been involved with Wentworth [golf] PGA for five years, but nothing on this scale.
“We are sponsoring 150 athletes – some will be successful and some will not – but there will certainly be medallists. In terms of the athletes, they will stay as sporting ambassadors.”
“We have now [also] got involved with the RFU [Rugby Football Union] so that picks up momentum – it will be the autumn internationals and all the [UK] home teams. We will try to do what we did with the Olympic Games, exactly like the Olympic Games.”
j-a: Will you be looking to leverage the Games outside your UK base?
TA: “We will have a lot of people coming over from European dealers and staff – the Games are a one-off.”
j-a: There has been some trenchant criticism of the so-called ‘Zil’ lanes, where roads are divided to let Games cars through – what’s your view?
TA: “There was quite a lot of misunderstanding about the Olympic Lanes – it is a restricted number. Londoners are beginning to understand the role they will play.
“It is not going to be gas-guzzling vehicles – it will be efficient dynamics vehicles. We are confident and TfL [Transport for London] is very confident.”
