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The latest news from @karinabryantgb - help get Karina on the road to #london2012 http://t.co/DJiM0jVu
Blogvent Day 10: Big sporting events in 2010
Business | Sponsorship | Sport | Technology
Major sporting events such as the FIFA World Cup, the Olympics, the F1 “World Championship and even the Ryder Cup are huge undertakings that require enormous technology infrastructures to support planning, communications, logistics and taking the spectacle to the audience. Even though technology has nothing itself to do with the sporting challenges, with the possible exception of F1, it is inconceivable that these events could run or capture their audiences without it – or should that be IT!
This has not escaped the notice of either the event organisers or the technology companies and we are seeing more examples of major technology businesses getting involved with sporting events at a headline level rather than just as a supporting player.
Mitel, the Canadian-based communications vendor has recently announced a deal to provide the comms infrastructure for the 2010 Ryder Cup being held in Wales for the first time at the new Celtic Manor resort. In effect an extension to their existing European Tour preferred supplier relationship, Mitel will be on hand to keep communications flowing around and out of the venue. Of course Cisco will be performing a similar function in 2012 for the London Olympics, only on a much larger scale.
Global technology and business process player Mahindra Satyam, based in Hyderabad, India is the official IT supplier for the FIFA World Cup not just in 2010 in South Africa but also in Brazil in 2014. Such technology partners used to be relegated to the lower levels of the partnership ladder due to a lack of input resources in terms of the combination of cash, products and services. This was either because they were unwilling to invest or because the needs of the events simply did not warrant anything more. But now both these factors have changed and we believe that technology-based sponsorships of major sporting events are here to stay in a big way.
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