It will be in charge of London 2012's market research services, including developing a market research strategy, launching tracking studies and organising online panels and surveys.
 

Nielsen, who will be a tier three sponsor meaning that they will provide mainly value in kind, now take on the role as the official Market Research Services Provider for the Games and will work with London 2012's marketing team.
 

Sebastian Coe, the chairman of London 2012, said: "This is more fantastic news for the project, as we've signed yet another market-leading company to the commercial programme.

 

"The Nielsen Company will assist us in the decision-making process by testing our ideas in the market place.
 

"One of our challenges - and opportunities - is connecting with young people.

 

"Nielsen will help us do this and will, I'm sure, prove to be a huge asset to our marketing push, which is moving up a gear in 2009."
 

Susan Whiting, The Nielsen Company vice-chair, said the firm was looking forward to providing "critical consumer and media insights".

It is the 20th domestic commercial sponsorship deal struck by the London 2012 organisers, who are aiming to raise £2 billion to stage the Games.