So here we are, after seven years of anticipation the world’s most prolific sporting event – and some 11,000 athletes – have landed on London’s doorstep.
With 11 million tickets sold and 500,000 set to celebrate at live screens across the capital during the games, you’d be forgiven for thinking that the Olympics is all about sport. But that is only half the story.
Download FRUKT's exclusive 'London 2012 Brands & Entertainment Insight Report' - Part 1: The Road To The Games
With over 14M people across the UK participating in the Cultural Olympiad around the games, and 4B tuning in to watch the spectacle of the opening ceremony, entertainment is a pivotal cog in the Olympics machine. Entertainment is the fuel that turns the sweat and passion behind athletic achievement into an emotionally charged experience that can be enjoyed by all.
As the events get underway, FRUKT will be unpacking the very best entertainment marketing across the course of the games in three special reports - looking at the road to the games, the brands leveraging entertainment and culture during the games itself, and what it all means post event as we look to Brazil in 2016.