ABSTRACT
The British Olympic Association (BOA) is responsible for the UK's participation in the Olympic Games. The BOA has a close relationship with the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) which is a limited company owned by the Government of the UK that will oversee the planning and development of the 2012 Summer Olympic and Paralympic Games. Hugh Chambers was headhunted to lead the commercial side of the Olympic program with the BOA after he sold out of his motorsports business in 2005. He recruited Darryl Seibel as the BOA's head of Olympic media and communications strategy in early 2010. Chambers approaches the marketing challenge with a common sense approach. One of the first things Chambers insisted on with Lord Colin Moynihan, Chairman of the BOA since 2005, was that communications should come under the marketing umbrella and not be a separate function.
