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London 2012 Olympic sponsors list: who are they and what have they paid?

How much are companies pouring into sponsoring London 2012? We've compiled the first list of how much they are spending
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Thursday 19 July 2012 16.00 EST

Simon Rogers

Who is footing the London 2012 sponsorship bill?

Thanks to the London 2012 site, we know who the sponsors are - but what we haven't had so far is what the individual deals are worth. This is, says London 2012, "confidential commercial information". So, we've been forced to put it together ourselves.

Based on our reporting, this is how it comes out:

It's not straightforward, of course. There are several different types of sponsors. Firstly, there's the worldwide sponsors - these are the 11 big companies such as Coca Cola, who sponsor the games to the tune of around $100m through the International Olympic Committee. They include Dow's controversial sponsorship of the wrap that will surround the stadium. Also, some of the IOC worldwide numbers include more than one game. Then there are the London 2012 'tier one' partners, such as Adidas, BT and BMW, who each pay around £40m - there are seven of these. That's followed by another seven "supporters" who pay £20m and then 28 "suppliers" who pay around £10m

Meanwhile, we report today that some of the sponsors are coming under pressure over their tax breaks:

Visa is coming under increasing pressure to publicly waive tax breaks handed to major Olympic sponsors after two of the biggest backers of the Games promised to pay the UK Exchequer. McDonald's and Coca Cola both said yesterday that they would decline relief handed to the 11 "worldwide" sponsors of the Games, meaning that the profits made from selling burgers and fizzy drinks to spectators in the Olympic park will now be taxed

The row over Olympic taxes comes against a backdrop of the bill for London 2012 being funded by around £1bn of sponsorship, which includes £700m raised locally by the organising committee and a further £700m contribution from sponsorship and broadcast revenues from the IOC.

Interestingly, it might not even be that effective for most of the sponsors. Brand Republic reported recently that many people have no idea who's sponsoring the Olympics - for instance, 16% of those surveyed think Tesco's is a sponsor, which it's not. Similarly, Canon, Carlsberg, Sky and mobile phone company Orange were all erroneously cited as sponsors.

Have we got the numbers right? Let us know what you think - and what you can do with the data.

Data summary

London 2012 Olympic sponsors
Company	£m	Value, $m, total known deal	Type
Coca Cola	Worldwide	100	64
Acer	Worldwide	100	64
Atos	Worldwide	100	64
GE	Worldwide	100	64
Dow	Worldwide	100	64
McDonald's	Worldwide	100	64
Omega	Worldwide	100	64
Panasonic	Worldwide	100	64
P&G	Worldwide	100	64
Samsung	Worldwide	100	64
Visa	Worldwide	100	64
Adidas	London 2012 Olympic Partners	63	40
BMW	London 2012 Olympic Partners	63	40
BP	London 2012 Olympic Partners	63	40
British Airways	London 2012 Olympic Partners	63	40
BT	London 2012 Olympic Partners	63	40
EDF	London 2012 Olympic Partners	63	40
Lloyds TSB	London 2012 Olympic Partners	63	40
Adecco	London 2012 Olympic Supporters	31	20
ArcelorMittal	London 2012 Olympic Supporters	31	20
Cadbury	London 2012 Olympic Supporters	31	20
Cisco	London 2012 Olympic Supporters	31	20
Deloitte	London 2012 Olympic Supporters	31	20
Thomas Cook	London 2012 Olympic Supporters	31	20
UPS	London 2012 Olympic Supporters	31	20
Aggreko	London 2012 Olympic Providers and Suppliers	15	10
Airwave	London 2012 Olympic Providers and Suppliers	15	10
Atkins	London 2012 Olympic Providers and Suppliers	15	10
The Boston Consulting Group	London 2012 Olympic Providers and Suppliers	15	10
CBS Outdoor	London 2012 Olympic Providers and Suppliers	15	10
Crystal CG	London 2012 Olympic Providers and Suppliers	15	10
Eurostar	London 2012 Olympic Providers and Suppliers	15	10
Freshfields Bruckhaus Deringer LLP	London 2012 Olympic Providers and Suppliers	15	10
G4S	London 2012 Olympic Providers and Suppliers	15	10
GlaxoSmithKline	London 2012 Olympic Providers and Suppliers	15	10
Gymnova	London 2012 Olympic Providers and Suppliers	15	10
Heathrow Airport	London 2012 Olympic Providers and Suppliers	15	10
Heineken UK	London 2012 Olympic Providers and Suppliers	15	10
Holiday Inn	London 2012 Olympic Providers and Suppliers	15	10
John Lewis	London 2012 Olympic Providers and Suppliers	15	10
McCann Worldgroup	London 2012 Olympic Providers and Suppliers	15	10
Mondo	London 2012 Olympic Providers and Suppliers	15	10
Nature Valley	London 2012 Olympic Providers and Suppliers	15	10
Next	London 2012 Olympic Providers and Suppliers	15	10
Nielsen	London 2012 Olympic Providers and Suppliers	15	10
Populous	London 2012 Olympic Providers and Suppliers	15	10
Rapiscan Systems	London 2012 Olympic Providers and Suppliers	15	10
Rio Tinto	London 2012 Olympic Providers and Suppliers	15	10
Technogym	London 2012 Olympic Providers and Suppliers	15	10
Thames Water	London 2012 Olympic Providers and Suppliers	15	10
Ticketmaster	London 2012 Olympic Providers and Suppliers	15	10
Trebor	London 2012 Olympic Providers and Suppliers	15	10
Westfield	London 2012 Olympic Providers and Suppliers	15	10
TOTAL, INC IOC		2,178	1,404
TOTAL, LONDON ONLY		1,078	700