The brand is looking to primarily back the Games through its Holiday Inn chain, amid a £600 million global rebranding programme. 

IHG was signed by London 2012 as a Tier Three partner in June.

Holiday Inn will provide staff for the Olympic Village in Stratford on in 2012, as well as meeting facilities for London 2012 in the build-up to the Games.

It is another major signing for Fast Track, the company founded by Olympic silver medallist Alan Pascoe, and who are most closely associated with being the management company for UK Athletics.

They stage Britain's televised events, including the flagship Aviva London Grand Prix at Crystal Palace, one of the best meetings in the world.

IHG, which is the largest chain of hotels in the world, this week launched a national press, outdoor and online campaign for Holiday Inn, attempting to shift perceptions of the brand.

Adverts will feature the strapline, "We're not changing the world overnight, just the overnight world".

Holiday Inn is injecting $1 billion (£622 million) into refurbishing its 3,300 properties worldwide in a bid to dominate the mid-market hotel sector.

The iconic brand unveiled a swish new logo, revamped public spaces, landscaping, better bedding and even scents.

Each Holiday Inn, which is a franchise operation, will be obliged to spend an average of $100,000 (£62,000) to $200,000 (£124,000) per property on improvements.

These will include new lighting, plant pots and a choice of soft or hard pillows in every room.

Properties unable, or unwilling, to smarten up will lose the Holiday Inn brand.

Related stories
June 2009: London signs up Holiday Inn as latest sponsor