In the late summer of 2012, the sporting world’s eyes will be upon London where the XXX Olympics (oh, behave!) will kick off with much fanfare and probably a good many shots on the television of the Queen’s Guard marching about seriously.

If all goes well for Olympic organizers, it’ll also feature a stadium with a new name. The Daily Mail reports that the Olympic Park Legacy Company is “looking to raise about £10million ($13.5 million) a year in naming rights for the three main arenas in Stratford after the 2012 Games.”

With the Olympic ceremonies alone estimated to be valued up £5b, it could be an unprecedented platform for brand exposure. That's why London 2012 organizers are seeking sponsors to sign on the dotted line and place their names on the new Olympic Stadium, aquatics center, and velodrome. The stadium alone should raise £6m ($8m) annually, the Mail reports.

The West Ham United club of the English Premier League are looking to move into the stadium after the Olympics end, the Mail notes, which would make it part of the growing numbers of teams that play in a branded stadium.Continue reading...

It’s generally best for a passionate male sports fan to keep his obsession out of the bedroom when it comes to relations to the opposite sex, but a company in England is helping to change that predicament.

Premier Lingerie has partnered with two Premier League clubs to produce lingerie with the team’s clubs and colors. And this isn’t just so the fellas can live out some sort of Harlequin-style soccer fantasy — it's for the female footie fan.

“Women now make up about 20 percent of football supporters but only three to five percent of club merchandise is aimed at them,” said Paul Robinson, director of Premier Lingerie, to the Daily Mail. “A lot of clubs simply stock pink T-shirts with the club's logo on them. That's not good enough. Not enough clubs are doing anything sassy for their female fans, so that's where we're helping.”

Premier Lingerie recently partnered with Premier League team Newcastle United on the heels of signing a deal with the Wolverhampton Wanderers before the holidays last year. It is in conversations with other teams about producing similar lingerie lines, the brand's website notes.

We may all have Katy Perry to thank for this.Continue reading...