Robertson afterwards revealed that BMW, the major backer of Munich 2018 and a Tier One sponsor of London 2012, would like to extend its involvement in the Olympic Movement by becoming a worldwide partner.

"The values of the Olympic Movement fit very nicely with ours, and it's something which has a true global position," said Robertson.

"Not many sports do.

"Whether it's the Winter Olympics or the Summer Olympics, there is huge audience participation, it really is an international affair on all corners of the globe and that's something we'd like to be part of."

BMW is also the partner of the Natiosal Olympic Committeess in China, France, Greece and the United States.

The IOC currently has 11 global partners who each pay at least $100 million (£61 million) to have exclusive marketing rights to the Summer and Winter Olympics plus the Youth Olympics. 

It does not currently have a partner in the automobile section but Sochi 2014 has signed BMW's rivals Volkswagen as a Tier One sponsor for their Games which means that the earliest BMW could become part of the TOP scheme would be for the 2016 Olympics and Paralympics in Rio de Janeiro.

BMW was a major sponsor of the 1972 Olympics in Munich and is spearheading the message that by giving the Bavarian capital the first city to host both the Summer and Winter Games it will provide a major cash boost for winter sports across the world.

"If Munich wins, it will be very good for German industry," Robertson said.

"But I also think it will be very good for the Olympic Movement.

"German companies are highly involved with the Olympic Movement, in particular the winter side.

"And I can see that being extended even further."

Munich 2018 officials claim that German companies provide 50 per cent of all sponsorship and funding for the seven sports that make up the Winter Olympics and is beginning to emphasise this message along with the fact that enthusiasm for winter sports in Germany is unparalleled.

"I came back to the Olympic Movement to help Munich create a plan that delivers the ultimate athlete experience," Munich 2018 chair Katarina Witt, the double Olympic figure skating champion, told SportAccord delegations.

"When you choose a host city for the Olympic Games, it is about more than just geography.

"It is a choice about the kind of experience the athletes of the future should have.

"In Munich 2018, every Olympian and Paralympian will have just what they deserve: the greatest experience of their lives, because the atmosphere will be everything they have ever dreamed of."


Witt's speech was reinforced by footage filmed at February's FIS Alpine World Ski Championships in Garmisch-Partenkirchen, featuring Lindsay Vonn, Erik Guay and Julia Mancuso expressing their love of competing in Bavaria.

Vonn spoke for many of the athletes who competed at the World Championships when she said: "I really hope that Munich and Garmisch get the Olympics."

Robertson, during his presentation, tried to reinforce the message.

"The greatest measure of success at the Olympics is full stadia," he said.

"It's success for the athletes because it's what they have dreamed of.

"It's success for the sponsors because it's what they were hoping for.

"I can confidently say that Munich 2018 is uniquely positioned to deliver that success for you, your sports and all of your sponsors."

Contact the writer of this story at [email protected]


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