The independent UK company will kit Team GB sportsmen and women in Ben Sherman-branded attire at formal events during next year's Games after signing a short-term agreement with the British Olympic Association (BOA).
It is thought that Ben Sherman will launch a range of formalwear in the run-up to Athens, but the company said this week that it had yet to decide how the products would be retailed. Adidas is the official kit supplier of the British Olympic team.
Details of the partnership emerged as London's bid to host the 2012 Olympics gathered pace. At a briefing last week, the bid's marketing director David Magliano launched an open competition to find a logo for London's application.
Addressing about 1200 members of the advertising and design industries, he confirmed Marketing's report last month that he would be appointing creative and media agencies to develop innovative uses of media inventory.
Magliano said he would be appointing a head of sales and a sports marketing agency to oversee efforts to bring commercial backers on-board and added that he was in conversations with veterans of previous Olympics sponsorship strategies.
Earlier this week, it was announced that former ad agency executive Chris Denny has been appointed head of marketing for the bid, responsible for London 2012's marketing communications.
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