Today, 100 days out, the final countdown has begun for the London 2012 Olympics and Paralympics and we are starting a social media performance study of the sponsors, using our PRINT™ methodology. The 25 main global and local sponsors have paid heavily for official rights to the five rings. Estimates of around £1 billion ($1.6 bn) have been widely reported. But these sponsorship rights are just part of the cost. Partners and sponsors will have to...
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