Adidas joins 2012 Olympics sponsors list

Sportswear giants Adidas are set to be announced as the latest sponsors of London 2012 this week.

American athletics world champions Tyson Gay and Allyson Felix, who both have endorsement deals with the company, have been lined up to take part in an announcement on Thursday.

Adidas will become London 2012’s third major partner, following Lloyds/TSB and energy firm EDF.

Once the sportswear sponsor is announced, it will leave five ’tier one’ categories still available: clothing and homeware, telecommunications, car, airline and oil and gas.

Meanwhile, a 2012 Olympic Games tourist strategy to improve hotel accommodation and make people feel more welcome was announced today by the Government.

It is estimated that the London Games could generate an extra £2.1bn (€3bn) for UK tourism during the period 2007-17.

Tourism minister Margaret Hodge said: “London 2012 is a huge opportunity for the UK tourism industry. In five years’ time millions of visitors will be coming here for the first time and we want them to come back time and time again – and bring their family and friends. It’s about creating a lasting legacy.”

At present, just 53% of accommodation in the UK is signed up to the national star-grading scheme.

The UK is only ranked 14th out of 40 countries for the welcome it gives people.