German carmaker BMW has been unveiled as the automotive partner of the London 2012 Olympics. The car company will provide a fleet of vehicles to help shuttle around athletes, officials and media during the Games.
BMW becomes the seventh major sponsor of the London Games
The London Organizing Committee for the Olympic Games (LOCOG) announced Wednesday it will partner with German car company BMW in a deal that could be worth as much as 45 million euros ($67 million).
Under the deal, BMW is to provide around 4,000 vehicles to be used in transporting athletes, officials and media during the London Games and Paralympics.
The carmaker was also unveiled as a sustainability partner and is to provide a collection of low-emission and electric vehicles, bicycles and motorbikes. London has said it wants the 2012 Games to be the greenest yet held.
A proportion of the fleet will be wheelchair-accessible and BMW has said it will convert a number of vehicles for use by disabled drivers and passengers.
Ian Robertson, a member of BMW's board, said the carmaker had "a natural affinity with London 2012 and its commitment to low carbon and healthy living.
"We see our partnership as a major opportunity, over the next three years and beyond, to focus attention on our range of the most fuel-efficient premium cars - and also to shine a light on the future of individual mobility," he said.
The German company is the seventh so-called "Tier One" company to be signed up by LOCOG, which aims to attract around 730 million euros in private investment.
LOCOG chairman Sebastian Coe said in a statement that an automotive deal was operationally vital for the organizing committee, adding that he was "thrilled" BMW was on board.
"They share our vision to stage a sustainable Games in 2012 and will be a valued partner. On a commercial level, signing another Tier One Partner in this challenging environment is a fantastic achievement but it goes to show the inspirational power of the Olympic Games and Paralympic Games."
Editor: Trinity Hartman