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Bringing the Olympics to life

When one is fortunate enough to work on as exciting and mammoth a project as the London 2012 Games, it is easy to forget that while it might take over your life, for others it’s a distant and somewhat unattainable dream.

Certainly LOCOG are working hard to try and expand the reach of the Games beyond London and make sure other parts of the country benefit from the once-in-a-lifetime experience and opportunity the Games coming to the UK brings. The torch relay alone will ensure that 95% of the UK population will be within a one-hour journey of the Olympic Flame, and that will certainly help.

But just this week the impact we, as Olympic and Paralympic Partners can have on people’s experiences and perception of the Games, was brought very much to life via feedback we had from our partner Pearson -- who are working with Cisco on the Out of the Blocks StemNet programme. This programme was launched in January, using London 2012 as a catalyst to encourage children aged 11-14 to get excited about learning maths and science. So far over 4,000 UK secondary schools have received a set of free Key Stage 4 activity books.

Our colleague visiting a remote school in Lincolnshire was delighted to see the teachers using the Out of the Blocks books and how the children were excited not only about science and maths, but also for the Games themselves. As one teacher said:  “We’re in an out-of-the-way area.  The children have never seen a major event, and there aren’t any children in my class going to the Olympics – this Series brings it to life for them.”

Another said: “Endlessly kids say, ‘when am I ever going to use this Maths in my life?’  Well, this book shows you where and how…  The diving lesson sticks in my mind.  The kids are intrigued by the formulas – it makes them think how they’re useful in real life.”

Nice – now we have a chance of a lasting legacy!

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The Right ‘Rights’ – Lessons from the Cisco London 2012 Olympics Sponsorship

Correctly conceived and creatively executed sponsorship is a powerful marketing tool.  Why else would the Fortune 500, along with millions of other businesses big and small, invest precious marketing dollars in the discipline?  As mentioned in my previous blog post, the first step in successful sponsorship is having clear objectives, whether those are aimed at brand building, commercial gain or stakeholder engagement.  Clearly articulated SMART objectives are a pre-requisite for achieving the second most important aspect of successful sponsorship – securing the right ‘rights’. Read More »

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