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Britons get behind London 2012 legacy pledge

As a nation, we enjoyed a successful and memorable London 2012 Olympic Games and are now enjoying the start of the Paralympic Games. As London 2012 draws to a close, many will be asking what will be left for future generations to enjoy. Following the years of hard work and investment by Great Britain to put on the show that we have, it is now time to think about the future and the benefits of the Olympic Legacy.

To gain better insight into exactly what the British public expect in terms of legacy, we conducted a survey to ask what is important to them personally. The results revealed that over half of Britons surveyed (62%) believe that the Games will benefit UK business in the long term and create a lasting legacy for the country. An impressive 60% of those surveyed also confirmed that they believe the Games may help to improve technology and innovation in the UK, inspiring entrepreneurship within the sector and helping to build a brilliant future for Britain and industry moving forward.

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Cisco London 2012 Sponsorship – More Than Choirboy Hair

There was a period in our house when Roger Black could do no wrong.  The young, tall, handsome runner with the choirboy hairstyle from Portsmouth had won medals at both the 1992 and 1996 Olympics and in my wife and her friend’s eyes had an effect akin to that which Achilles must have had on all the Greek women while they waited to hear of his success at Troy. So it was with some curiosity that I met Roger for the first time in his capacity as one of our London 2012 Olympic Ambassadors. Would he still have the athlete’s demeanour, a taught spring ready to tear out of the starting blocks or pounce on an  unsuspecting Trojan? Would the choirboy hair deny his 45 years?

I joined the Cisco UK & Ireland team fairly late into our London 2012 journey in August 2011 following four years in Cisco’s Services business in California and Europe.  I had been lucky enough in my earlier career while working for a consumer brand to sponsor the British Bobsleigh team across a period of two winter Olympics, culminating in a medal at Nagano. I knew the excitement that comes from involvement in world-class sport and while I had not been involved in the early decisions around Cisco’s sponsorship, I was very much looking forward to being involved in probably the only Olympics and Paralympics that will take place during my lifetime in Britain.

For Cisco, London 2012 is all about leveraging network technology to create a better Britain, a brilliant future as we see it. London 2012 is the starting gun for us, not the finishing tape as so many other sponsors see it. The legacy is what it’s all about, not just 5 weeks of incredible sporting challenge. So when we look at our 2012 marketing strategy, we always keep the end goal in mind. It is a tall order; we want to focus on the future beyond 2012 and at the same time benefit from the excitement and opportunity before and during the Games.

So how have we approached our marketing strategy for London 2012?

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