A key component of the London 2012 digital legacy has been secured after The London Organising Committee of the Olympic and Paralympic Games (LOCOG) yesterday announced that it would be handing over the operation of its customer database to Sport England working in partnership with UK Sport and London & Partners.
As previously announced, LOCOG began a competitive tender process in October 2012 to find the right partner to help build the strongest possible sporting, volunteering and cultural legacy for the long term. Following a rigorous review, LOCOG selected the three partners to own and manage the database on a not-for-profit basis. LOCOG will not benefit financially. This transfer of information, which will be a first for an Organising Committee, has been approved by the International Olympic Committee and the International Paralympic Committee. LOCOG and the three partners are working with the Information Commissioner to ensure full compliance in data protection regulations covering the transfer.
The operation of the database will be consistent with LOCOG’s stated objective to build a lasting legacy from the London 2012 Games by getting more people involved in sport, as spectators, volunteers or participants, as well as in the arts and cultural events.
The partners will continue the Stay Inspired campaign to build on the model deployed so successfully by LOCOG from the earliest days when over 2 million people signed up to back the bid right through the journey to the Games, helping to generate the huge popular support for the Games and build a communication platform for the Games Maker volunteers, ticket holders and local leaders.
The 5.3 million people currently on the database will have an opportunity to opt out or carry on receiving the monthly newsletters. For those still in the database on March 28 2013 the transfer means that they will continue to receive regular email updates about sport, volunteering and culture from across the UK. The new newsletters will alert subscribers to a whole range of opportunities within their local community, ticket offers before general release and the latest information on upcoming events such as UK Sport’s Gold Event Series including the forthcoming World Championships Triathlon, and Rugby League World Cup. There will also be opportunities to win “money can’t buy” competition prizes like access-all-areas passes to world famous sporting events, sessions with sporting heroes and fantastic sporting merchandise.
Seb Coe, LOCOG chair said: "The British people took the Olympic and Paralympic Games to their hearts last summer. Many went to see sports they had never seen before, many more volunteered for the first time, millions took part in the London 2012 Festival and the Torch Relay and thousands signed up to be local leaders organising celebrations and community events in neighbourhoods across the UK. These were the London 2012 fans and millions have chosen to stay engaged. I am delighted that we'll be able to continue to keep these amazing people informed and involved in the legacy of the Games. The group of organisations taking this fan base forward are at the epi-centre of sport, culture and volunteering so I am confident they will continue to keep the public in the loop and deliver great opportunities for everyone to enjoy over the next 10 years.
Chair of the partnership and Sport England Chief Executive Jennie Price, said “We are really delighted to be keeping the spirit of London 2012 alive and helping people stay inspired. London 2012 changed the way we think about sport, volunteering and our cultural life forever. The Games created a sense of community and excitement up and down the country and we will use the database to capture and keep that feeling.
“As three partners we have the inside track on what’s going on in sports and culture, so people can keep in touch and get involved. And our commitment to operating the database on a not-for-profit basis and staying true to LOCOG’s approach means that they can be sure their data won’t be sold on.”
Olympic BMX rider Shanaze Reade said “London 2012 captured the British public’s imagination like no other event and now this database can help to maintain the momentum from that inspirational summer of sport.
“A crucial part of the legacy is staging big events in this country like the Gold Event Series BMX Supercross World Cup in Manchester. The support of such a passionate home crowd gives us a real lift and it’s great to see packed venues when we compete.
“This new partnership should ensure that all the people who made London 2012 such an amazing event will be kept informed about what is going on so they can continue to watch and take part in sport.”
Sport England will be responsible for overseeing and managing all information issued via the database, ensuring the information is held securely, continues to meet the needs, preferences and interests of subscribers, and reflects the values of the Olympic and Paralympic movement in promoting engagement beyond the London 2012 Olympic and Paralympic Games. The details received by Sport England from LOCOG will cover only those persons who remain within the London 2012 database on March 28, 2013.
Contributions for the email newsletters will be commissioned from organisations across the sport, arts and cultural sector in the UK, such as Join In, the governing bodies of sport bodies and the other home country sports councils. This collaborative approach will ensure LOCOG’s vision of creating a legacy is sustained and generations will continue to be inspired by London 2012 for many years to come.