Ahead of London 2012, there was, unsurprisingly, a huge amount of speculation as to who would secure that prize until it was announced – in November 2009 – that BMW had signed the deal.

It was a move which saw BMW become London 2012's seventh Tier One Partner and 24th domestic partner overall, taking on the responsibility to provide the 4,000 vehicles required for the Games.

However, it was quickly revealed that the deal was not simply a financially motivated one. The German automobile, motorcycle and engine manufacturing company also became a Sustainability Partner, joining London 2012's commitment to deliver a "low carbon" and "healthy living" Games.

Given the dangerous CO2 emissions given off by the majority of cars, such a commitment was not an easy challenge for an Official Automotive Partner, but London 2012 chairman Sebastian Coe was confident his Organising Committee had forged a groundbreaking partnership.

"Operationally, an automotive deal is vital for any Organising Committee and so I'm thrilled BMW is on board," Coe began.

"But they share our vision to stage a sustainable Games in 2012 and will be a valued partner."

For their part, BMW made it clear from the outset that they were aware of their huge task ahead of them in helping to deliver a sustainable Games.

"Sustainability is a central pillar of our business and guides all aspects of our operations," explained the head of sales and marketing at BMW Group Ian Robertson.


"This has led to our being named by the Dow Jones Sustainability Index as the most sustainable automotive company.

"Therefore we have a natural affinity with London 2012 and its commitment to low carbon and healthy living.

"We see our partnership as a major opportunity, over the next three years and beyond, to focus attention on our range of the most fuel efficient premium cars – and also to shine a light on the future of individual mobility.

"This partnership will be an inspiration for our customers, employees, dealers and suppliers."

London 2012 went on to set their Official Automotive Partner hugely challenging targets with respect to CO2 and European emission standards for the Olympic car fleet. In fact, they were so challenging that if they were achieved, BMW would become the most sustainable Automotive Partner in the history of the Olympic and Paralympic Games.

BMW were asked to provide a fleet of cars that not only met the Euro 6 emissions standard, but also surpassed the maximum average of 120grams CO2 per kilometre target established by the Organising Committee. This target was significantly below the UK total new car emissions average of 138g CO2 per kilometre.

In their push for unprecedented sustainability, BMW promised to showcase electric vehicles, provide bicycles for competitors in the Athletes' Village and ensure that a proportion of the fleet was wheelchair accessible.

The last point was vital for a successful Paralympic Games, so BMW promised to convert a number of vehicles for use by disabled drivers and passengers.

It seemed like a huge mountain to climb for BMW, but they were supported in their mission by strong UK links. After all, BMW has invested over £1 billion ($1.5 billion/€1.2 billion) in the UK since 2000 and employs over 8,000 people in manufacturing, distribution and financial services in Britain.

Behind closed doors, BMW set to work, ensuring that their MINI brand was included in the company's sustainability developments and improvements (pictured below).


The fruits of BMW's labours were revealed in April this year, when the London 2012 fleet was finally unveiled to the world.

A set of sparkling low-emission, diesel, hybrid and electric cars, motorcycles and bicycles were put on display at Marsham Street, near Westminster, London.

Not only did the vehicles look good, but BMW smashed the target set for them.

BMW and their MINI fleet went beyond London 2012's target of 120g CO2 per kilometre reducing it to an of average 116g CO2 per kilometre – breaking all records in the area.

London 2012 did not hide their delight.

"From motorcycles to electric vehicles and 4x4s, the requirements of the 2012 fleet are hugely diverse," said the London 2012 transport director Richard George.

"BMW and MINI have provided a variety of different cars, ideal both for city driving and long distance, to travel to Olympic and Paralympic venues around the country. It was vital that our partner in this field could deliver a one-stop shop solution and meet our sustainability targets. BMW has surpassed our requirements and we are delighted to be working with them."

The achievement of beating the sustainability target cannot be underestimated, especially considering what the vehicles must do during the Olympics and Paralympics.

For example, some of the BMW and MINI fleet will be pulling giant boats out of the water at Weymouth at the London 2012 sailing venue.

While others will provide a mobile camera platform for the marathon in central London, tow a horse ambulance across Greenwich Park during the equestrian events or carry victorious medal winners around the Olympic Park to media interviews.

Naturally, making sure the right people are in the right place at the right time, across more than 30 venues in London and beyond, is another key role of the fleet.

Media professionals will be the fleet's biggest users, which will also be used by judges, event organisers, Games officials and staff, medical officers, IOC photographers, official rights holders and technical delegates.

BMW is also supporting members of Team GB and ParalympicsGB, with more than 140 individuals around the country receiving back up in the form of vehicles, support and encouragement.


With such a large number of vehicles and road miles covered, it's not difficult to see why low-emission vehicles were a must for London 2012.

Without them the environmental damage in terms of pollution could have been a significant long-term problem.

"Our London 2012 fleet shows what BMW technology can achieve today in terms of fuel economy and low emissions, including the first major presence of super clean EU6-compliant cars on UK roads," said BMW UK marketing director Chris Brownridge.

"We look forward to sharing our vision of sustainable urban mobility during the Games, including our revolutionary electric vehicle technology at the BMW Group Pavilion in the Olympic Park."

The BMW Group Pavilion (pictured above) that Brownridge refers to, is one of the most remarkable constructions on the Olympic Park in Stratford and is already being referred to as the BMW "floating" showroom.

Once again, sustainability was key to the design of the 8,000 square foot Pavilion, built on an elevated site above the Waterworks River between the Aquatics Centre and the Olympic Stadium.

The Pavilion's design was actually the result of a competition that involved six leading architecture firms submitting designs plans. BMW eventually selected the British company Serie for their cutting-edge plans that would make the Pavilion a significant architectural addition to the Olympic Park.

But perhaps more importantly, the design reflected BMW's commitment to sustainability, an area that Serie is also dedicated to.

BMW Group UK's managing director Tim Abbott said: "we're delighted that Serie's final design reflects our commitment to sustainable thinking in such an innovative and eye-catching manner.

"We believe it provides a truly worthy addition to the Olympic Park."


Serie's innovative design uses river water to provide a sustainable source to cool the building before returning filtered water to the river via an eye-catching "water curtain" feature.

Every element of the BMW structure has been designed to reflect the company's heritage in environmental innovation. The two storey superstructure is built of steel using a high level of recycled content, while the use of carbon intensive materials, such as concrete, has been minimised.

The top floor houses a number of individual standalone pavilions, used to highlight BMW's latest vehicle innovations.

"The design takes the idea of the pavilion in the Olympic Park – the Victorian bandstand – but instead of one pavilion we envisage[d] nine pavilions clustered together to form a family," said Serie co-founder and principal architect Christopher Lee.

Over 8,000 visitors are expected to visit the BMW sustainable floating Pavilion each day during the Olympic and Paralympic Games.

BMW also made another, less visible but just as valuable, contribution to a sustainable London 2012.

Prior to the 70-day Olympic Relay, the Olympic Torch was tested against all weather conditions at BMW's state-of-the-art Energy and Environmental Test Centre in Munich, Germany, usually used to test their vehicles.

The Olympic Flame withstood a variety of different weather conditions, from 5ºC to +40ºC temperatures to +50mph winds, snow and driving rain.

This is just another reason why BMW Group is ranked as the world's most sustainable automobile company in the Dow Jones Sustainability Index – something it has achieved for the last seven consecutive years making it the only car manufacturer to have been featured every year since their launch.

BMW's work in making London 2012 the most sustainable Games ever is truly worthy of recognition.

Tom Degun is a reporter for insidethegames. To follow him on Twitter click here.

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