The London Organising Committee of the Olympic and Paralympic Games (LOCOG) is set to announce the second of its tier-one sponsorship partnerships in July.
French-owned EDF has a heritage of global sports sponsorship; it is a partner of the Heineken Cup and Rugby World Cup 2007, and was the broadcast sponsor of the 2006 FIFA World Cup. Industry sources are now tipping the utilities brand to add the Olympics to its portfolio of sponsored events.
In May 2004, EDF became the first brand partner of the London 2012 Olympic bid and prior to the International Olympic Committee host-city announcement, it set up an 'EDF Energy London 2012 Leap Counter', which aimed to demonstrate Britain's support for the Games by counting people leaping through it.
This week EDF announced it was cutting its gas bills by up to 10%, but it attracted criticism from Energywatch, as its electricity bills will remain unchanged.
Earlier this year, Lloyds TSB was unveiled as the first tier-one partner of the 2012 Olympics when it became the official banking partner of the Games.
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