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Case Study:


As the Official Professional Services Provider to the London 2012 Olympic and Paralympic Games, Deloitte’s role was to offer expertise and advice to help deliver the Games. It was the first professional services firm ever to be involved at this level and the company had invested heavily in terms of the expertise and advice offered to help win the original Olympic Games bid and knew that a lot more was to come for them to be able to fulfil their obligations in this key role.


London was under the spotlight, and whilst a lot of that focus was on how it would perform as a tourist and event destination, as one of the world’s key business centres, Deloitte was keen to understand and offer insight into how businesses and their personnel were preparing for the period of time covering the Games. This insight would then be used to help businesses plan and implement a strategy to ensure they were prepared and alleviate as much disruption as possible and where possible enable businesses to take advantage of opportunities offered by the Game.


Research was conducted during three key phases in the lead up to the Games; approximately 18, 12 & 6 months prior to the opening ceremony in order to enable Deloitte to benchmark strategy at significant times. Opinion Matters undertook quantitative research with respondents only from key business sectors identified ahead of project launch by Deloitte. These respondents had decision making responsibilities for companies employing more than 500 employees and we guaranteed minimum levels of response from respondents based in and around London, and a corresponding sample further afield in the UK so that we could compare the “local” impact of the Games as well as at national level. The research ascertained whether or not businesses had plans in place for the period leading up to and during the Games in terms of policy for aspects such as personnel, travelling, flexible working, corporate entertaining, operational logistics, and enabling people to view events via company technology to name but a few. The research established whether or not businesses were on schedule in terms of implementing and delivering these policies. In essence, the research established how prepared businesses were for the Games.


Deloitte’s consultants used the exclusive insight gleaned from the research to leverage opportunities with existing clients and create new options with perspective clients by using the content to open conversations and as a foundation for meeting content as well as showcasing their contingency and risk planning skillsets.