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Oct052010

How The Queen Will Get A Royal, Brand-Filled View Of The Olympic Marathon

 

October 5, 2010: Not everyone will get a royal view of the Marathon event during the 2012 Olympic Games in London. But if they are home, Her Majesty, The Queen and the Royal Family could have one of the best views on the course.

The London 2012 Organizing Committee has unveiled the official route of the event, which will begin and end in The Mall in central London. Prominent on the course is Buckingham Palace and the Houses of Parliament, which competitors will pass en route to the finish. Other sights of interest along the way are Admiralty Arch, Birdcage Walk, St Paul’s Cathedral, Leadenhall and Tower Hill. (Full map below.)

This route will offer plenty of visibility and global TV coverage for such Tier One Partners as adidas, BMW, BP and British Airways; and International Olympic Committee partners including Atos Origin, Coca-Cola, General Electric, McDonald's, Omega, Panasonic, Samsung and Visa. All are expected to specifically activate along the 26.22 mile course as part of their respective overall marketing plans for the 2012 Games.

According to the LOCOG, the originally proposed Marathon route east/north east of Tower Hill and ending in the Olympic Stadium, would have required the "closure of Tower Bridge and a number of important artery roads." In addition, the infrastructure and secure areas needed behind Olympic Stadium mean that it "would have been impossible for spectators to watch and celebrate the final mile of the Marathon."

The new route, which has been approved by the International Associations of Athletic Federations (the world governing body for track and field) and the Olympic Board, and agreed by the IOC, provides "a better operational solution without causing a high risk of disruption" to the other sports taking place at the same time in the Olympic Park and across London, according to the LOCOG.

The  route has been developed around a "loop" circuit so that spectators can see the runners several times rather than passing the spectators just once. The dates of the Olympic Men's and Women's Marathons have yet to be confirmed, but will take place on days when many other medal events are being held in the Olympic Park and elsewhere in London. "The Marathon route has to be compatible with keeping London moving at a time when the city will be very busy with many other Games events," per the LOCOG.

"Our prime objective as the Organizing Committee has to be to deliver venues and events that work for the athletes, spectators, and for the host city," Sebastian Coe, chairman of LOCOG, said in a statement. "Venues that provide the best possible way of keeping the city moving, minimizing disruption for everyone and, critically, getting the athletes and spectators to the venues on time. We are confident that the new route is the best way to do this."

London 2010 Summer Games Marathon Route


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