Firms are starting to jostle with each other to win marketing rights for the London Olympics as the first big name is set to be signed.

Lloyds TSB is said to be gearing up to pay £80 million to be associated with the 2012 games and insiders told the Independent that organiser Locog wants to raise a total of £750 million, indicating that there are plenty of opportunities afoot.

A spokeswoman for Locog would not comment on the report, saying that no deal had been finalised, with an official announcement not due until March. However, it signals the start of the marketing opportunities available for the Olympics, one that firms should not miss out on.

Locog has identified five categories for top-tier sponsors in the hope of signing them up this year, granting firms the limited right to use the Olympic rings and 2012 logo, which is yet to be finalised.

Marketers skilled enough to win a bid will also be able to gain tickets and hospitality options.

However, the marketing would not just be limited to this – the report claims that local staff will also be encouraged to get into the spirit of the games and engage in a more active lifestyle.ADNFCR-8000151-ID-18023861-ADNFCR

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