London & Partners takes control of Olympic database

London & Partners is one of three organisations appointed to run the customer database of 5.3 million people who registered for information on the London 2012 Olympics.

The data will be used to keep people involved with events
The data will be used to keep people involved with events

It will work with Sport England and UK Sport to manage the database, with the aim of getting more people involved in sport and cultural events.

The transfer of information is a first for an Olympics organising committee. Locog - the body which ran the Olympics - will disband in June. It launched a competitive tender process for ownership of the data in October 2012.

The three partners will own and manage the information on a not-for-profit basis, and Locog will not benefit financially from the transfer.

The new partners will continue Locog’s Stay Inspired campaign, which attracted more than two million people during the games and became a communication platform for Olympic volunteers, ticket holders and local leaders.

The 5.3 million people on the database will be able to opt out or continue to receive monthly newsletters, with content commissioned from organisations across sport, arts and culture.

Seb Coe, chair of Locog, said: "The British people took the Olympic and Paralympic games to their hearts last summer. Many went to see sports they had never seen before, many more volunteered for the first time, millions took part in the London 2012 Festival and the torch relay and thousands signed up to be local leaders organising celebrations and community events in neighbourhoods across the UK. These were the London 2012 fans and millions have chosen to stay engaged."

He added: "The group of organisations taking this fan base forward are at the epi-centre of sport, culture and volunteering, so I am confident they will continue to keep the public in the loop and deliver great opportunities for everyone to enjoy over the next 10 years."

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