BT, THE telecoms giant, has been sounding out senior executives organising the London Olympic Games in 2012 over taking on a key sponsorship role.

The telecoms group, which has refused to state its position on potential Olympic involvement, has met executives from Atos Origin, the company contracted by the International Olympic Committee to manage IT systems for all Games up to and including 2012.

It is understood that at the meeting, which was held recently in Turin, BT discussed the potential cost of getting involved with the bid and the work that it could secure.

BT was a premier partner when London was making its bid to host the 2012 Games. As with all other bid-stage partners, however, it will not receive preferential treatment in seeking involvement in the Games.

As the incumbent British telecoms operator, the group is the prime contender to provide traditional phone services for the Games. It is also to invest £40 million in installing a fibre network throughout the lower Lea Valley area, where the athletes’ village will be.

However, it is understood that the group is looking to provide other services, including broadcast services and IT infrastructure.

A sponsorship of this kind would be in keeping with its aim of repositioning itself as a modern IT and media company rather than an old-fashioned telephone business.

Although Atos will not decide on who gets what sponsorship, it is well-placed to help BT to put its case. While BT would weight the cost of sponsorhip carefully, Olympic sponsorship would also deliver great kudos and advertising opportunities.

A spokesman for BT would say only: “We have many meetings with many companies about many things.”

The 2012 Games are also set to provide potentially lucrative contracts for mobile phone companies. At present, broadcasting of the Olympics over mobile phones is still in a trial phase.

Yet by 2012 it is expected that coverage of the Games on mobile phones will be standard and mobile operators are expected to line up for the chance to be involved.

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