There has been much talk of new media around London 2012 but one of the biggest campaigns on the ground by an official sponsor will see Adidas taking a cover wrap around the free Metro newspaper on each day of the games.
The paper is delivered free to commuters as it is around Dublin and with an estimated one million additional visitors in the capital it will certainly achieve a scale of awareness.
The campaign will feature one group image of British athletes followed by sixteen individual portraits depicted by acclaimed illustrators and artists.  The official adidas Team GB kit will feature prominently and the company has produced 800 limited edition prints which can be exchanged by fortunate readers bringing their copy of the paper.
Nike will today start a global TV campaign featuring regular athletes looking to ‘find greatness’ in different places called London around the world from South Africa to Jamaica, following the same general theme as Paddy Powers adverts this week albeit on a somewhat larger scale.
The corporate battle between those who paid tens of millions for rights and those who are looking for hearts and minds as opposed to a cash association is every bit as hard fought as the competition among athletes at the games.
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