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Beckham creates football music for Samsung London 2012 advert

By Tom Degun at the Main Press Centre on the Olympic Park in London

July 24 - Worldwide Olympic Partner Samsung have unveiled their new London 2012 Olympic Games advert which features former England football captain David Beckham recreating the melody of Beethoven's Ode to Joy by kicking footballs against a wall of drums.

Sportswear giant Mizuno unveils activities-led performance centre in London

By David Gold at the Mizuno Performance Centre in London

July 23 - Mizuno have launched a performance centre at London's Centre Point, a pop-up experience for members of the public to enjoy during the Olympic and Paralympic Games.

Coca-Cola Beatbox unveiled on Olympic Park

By Tom Degun at the Olympic Park in London

July 21 - Worldwide Olympic partner Coca-Cola have unveiled their giant Beatbox here which will be open for fans to visit for the duration of the London 2012 Olympic and Paralympic Games.

Korean Air signs up to sponsor AIBA Road to London initiative

By Tom Degun at the Main Press Centre on the Olympic Park in London

July 21 - Korean Air, the flag carrier and the largest airline of South Korea, has signed a sponsorship agreement with the International Boxing Association (AIBA) to support the Road to London initiative which is currently being held in Cardiff.

Samsung unveil special video art collection for London 2012

By Tom Degun at the Spencer House in London

July 20 - Worldwide Olympic Partner Samsung Electronics have unveiled a special collection of contemporary video art to the International Olympic Committee (IOC) here with just a week to go to the London 2012 Olympic Games.

Westfield "I Was There" digital campaign to encourage east-west competition during Games

By Mike Rowbottom

July 20 - Westfield, Official Shopping Centres of the London 2012 Olympic Games, has revealed plans for an innovative multi-platform digital campaign pitting Westfield London and Westfield Stratford City consumers against each other – with Team GB merchandise as the prize.

S'well Bottle named as Official Supplier to USA Field Hockey

By Sara Evans

July 20 - USA Field Hockey have announced that new partners S'well Bottle, a water bottle brand that donates to WaterAid, a charity providing safe water to communities in need, is their team's Official Supplier of water bottles.

Light show reveals Britain's true feelings about London 2012

By David Gold at the London Eye

July 19 - A world first was made here tonight by EDF when the London Eye became a light spectacle that reflected the mood of the nation ahead of the Olympic and Paralympic Games.

Beckham features in world's first online blind football game

By Tom Degun

July 19 - Sainsbury's, the Tier One Partner of the London 2012 Paralympic Games, has launched the world's first online simulation of blind football which features their Sainsbury's Active Kids ambassador David Beckham.

Atos launch Personal Bests campaign for London 2012

By David Gold

July 19 - Atos, the worldwide IT partner of the Olympic and Paralympic Games, have launched their Personal Bests campaign.

Olympics brand in silver medal position behind only Apple

By Emily Goddard

By David Owen

July 18 - A London-based consultancy says the Olympics is now the world's second-most valuable brand.

BMW unveils London 2012 Olympic Park floating showroom

By Tom Degun at the BMW Olympic Park Pavilion in London

July 17 - BMW, the Official Automotive Partner for London 2012, have unveiled their spectacular Olympic Park floating showroom here with the stunning structure expected to draw thousands of visitors on each day of the Olympic and Paralympic Games.

Basketball Ireland to enjoy further support from leading ball maker

By Stuart Newman

July 17 - Molten, the world's leading manufacturer of sports balls and equipment, is to continue its backing of Basketball Ireland from this September.

Swimming champion Silva to mentor Rio 2016 hopefuls

By Emily Goddard

By David Gold

July 16 - Swimming star Clodoaldo Silva will become a mentor for some of Brazil's young Paralympic hopes for Rio 2016 under a new initiative launched by Nissan.

Atos gears up to deliver ground breaking technology at London 2012

By Emily Goddard

By David Gold

July 15 - Atos' team of business technologists, who will ensure the delivery of the results of this summer's Olympic and Paralympic Games, have moved into full operational mode here as they gear up to provide what is being billed as the largest and most sophisticated sports IT project of all time.

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Fact of the day

When British skaters Jayne Torvill and Christopher Dean won the Olympic gold medal in ice dance at Sarajevo 1984 with 12 perfect 6.0s from every judge, for their interpretation of Maurice Ravel's Boléro, an important member of their team was singer-actor Michael Crawford. Crawford, who had played Frank Spencer in British sitcom Some Mothers Do 'Ave 'Em and the title role in the musical The Phantom of the Opera, had become a mentor to the pair in 1981 and went on to help them create their Olympic routine. Crawford said he “taught them how to act". He was present with their trainer Betty Callaway at the ringside at Sarajevo as they created one of the most iconic moments in Olympic history.

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Pierre de Coubertin once said cricket has "practically no appeal for those who are not British". While he expressed doubts about the Olympic viability of cricket, lacrosse and baseball, Philip Barker wonders how the man who helped revive the modern Games would have reacted to new sports at Los Angeles 2028.

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