altThe UK division of worldwide Olympic partner Panasonic has appointed leading agency brandRapport to leverage its sponsorship in the build-up to London 2012, it was announced today.


The company, whose main heaquarters are in Guildford, will work with Panasonic UK to pull together a four year strategy which the agency will then activate.


As part of its role, brandRapport will receive and respond to all Panasonic’s Olympic sponsorship enquiries within the UK.


The appointment comes following a successful public relations campaign run by brandRapport to award each of Britain's Beijing Olympic gold medallists last year with the latest Panasonic Viera television and Blu-ray player.


David Bonney, Panasonic's advertising and sponsorship manager, said: “We have been working with the Olympics for over 20 years but with the home Games in 2012 we really wanted to make the most of this opportunity."


As a TOP (The Olympic Programme) sponsor since the 1988 Winter Olympics in Calgary, Panasonic owns the exclusive marketing rights for the audio, television and video equipment category worldwide, and has also recently acquired the digital photography rights.


altIts current deal runs through until the 2016 Olympics, an agreement signed between International Olympic Committee President Jacques Rogge and Fumio Ohtsubo, President of Panasonic, during a ceremony in London two years ago (pictured).


In the UK, Panasonic’s marketing rights enable it to promote the sponsorship of the Olympic rings, the British Olympic team and London 2012.


Bonney said: "brandRapport has developed and implemented some of the most successful Olympic campaigns over recent years and we look forward to working with them.”


Mark Bullingham, brandRapport's director, said: “We are delighted to be appointed to work with the team at Panasonic UK to help develop and then deliver their plans for 2012.


"Over the next few months we will be working with all of the relevant marketing teams to ensure that we create a programme that will support their product campaigns and maximise the ROI (rate of return) from the sponsorship.”