Olympics

Making Time At The Olympics

LONDON — The International Olympic Committee inked a $70 million sponsorship deal with Omega this week, making the Swiss watch maker the official timekeeper of the London Olympic Games in 2012. The deal also expands Omega’s role during the Olympics, allowing the precision timekeeper to put the clock on additional events.

Under the terms of the new marketing agreement, Omega will continue to provide timing services for such events as running, swimming, and cycling, as well as sports and events not traditionally through of as having a time component such as gymnastics, diving, and weightlifting. “It will certainly change some of the dynamics of these sports,” said IOC chairman Jacques Rogge. “But even though he is being timed, a weightlifter will still be lifting weights, will he not?”

Omega and the IOC are continuing to negotiate expanding the role of time keeping at the Olympics following the 2012 games in London. Under consideration is a plan to put NBC announcer, commentator, and all around know-it-all Bob Costas on a clock.

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