Acer signs 2012 sponsorship deal

By Bill Wilson
Business reporter, BBC News

London 2012 is likely to announce more of its own sponsors soon

The Taiwanese computer-maker Acer has signed up as a major sponsor for the 2012 Olympic Games in London.

The four-year deal will see Acer replace Chinese rival Lenovo, which said on Wednesday that it would end its Olympic backing after the 2008 games.

Acer's deal allows it to use Olympic logos and also covers the 2010 Winter games in Vancouver.

Acer has been using sports sponsorship to grow its brand recognition in the US and Western Europe.

The size of the sponsorship deal has not been revealed.

The top partner scheme is separate from the London 2012 games organisers' own sponsorship programme, which has signed up Lloyds TSB and other big names and expects to announce other deals soon.

OLYMPIC TOP PARTNERS Coca-Cola Kodak GE Visa McDonald's

Acer's agreement as an IOC top partner will begin on 1 January 2009, to allow it a long lead-in to establish its marketing programme for Vancouver 2010 and London 2012.

'Deliver funding'

"We are delighted to welcome Acer to the top programme in 2009," said IOC President Jacques Rogge.

"This partnership will deliver funding to help stage the Olympic Games in Vancouver and London, technology equipment, and services to manage the logistical demands."

Acer is competing with Lenovo to be the world's third-largest personal computer maker behind HP and Dell.

Backing the Olympics is the latest part of its strategy to use sport as a means of boosting its brand name in Western Europe and the US.

The firm, founded in 1976, has invested in Formula 1 motor car racing, Moto GP as the official sponsor of the Yamaha Factory Racing Team, and it is currently an official supplier to Spanish football giants Barcelona.

Careful choice

In 2003 it signed a partnership deal with the current Italian football champions Internazionale Milan, one of the two teams that play in the city where Acer has its European headquarters.

"The careful choice of associating our company with established world leaders in their respective sectors has helped grow the brand perception of Acer around the world," said J T Wang, chief executive of Acer, in a call from Taiwan.

And he said that the boost in being associated with the London games means that the firm is looking forward to estimated revenues of between $30bn and $40bn (£15bn to £20bn) in 2012.

"The 2012 games in London will influence our position," he said.

"We are convinced it is the right thing to do and the best business marketing investment we can make for Acer."