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https://ukti.blog.gov.uk/2013/05/22/the-uk-in-the-champions-league-for-sport-and-business/

The UK - in a Champion's League for Sport and Business

Posted by: , Posted on: - Categories: Germany, Olympics London 2012

The sporting eyes of Germany will once again be on London this weekend.

Dortmund and Bayern face-off on the hallowed turf of Wembley for the ultimate prize in European club football.

And thousands of fans, as well as politicians and leading businessmen, will descend on our capital from the south and west of Germany for what should be a fast and furious battle.

But this week we have been focussing on the previous occasion the sporting eyes of not just Germany, but the world, were on London.

A lot of sport has passed under the bridge since those heady days in July and August last year when we were out of the cottages (as the Germans would say instead of over the moon) with excitement.

But although some of the sporting memories of London 2012 have faded, the legacy benefits remain and are a force that continues to drive business success for UK companies.

We hosted a dinner for British Telecom at the Ambassador's Residence in Berlin, the third occasion we have teamed up with the telecoms giant to talk about the Olympics.

Twice before we have helped them tell their customers (and, perhaps more importantly) their potential customers about what they were going to deliver as the official IT services provider for the Games.

Twice they brought in gold-medal winners to inspire the businessmen.

This time, post-Games, they told us what they had delivered from a communications point of view but also brought the head of the German cycling team along to tell the positive story of smiling volunteers, unbelievable crowds, smooth-running logistics, incredible stadia and, pleasingly, how very good Sir Bradley and his team-mates were.

BT, like so many other companies involved in the success in London, are taking that expertise to Rio and Sochi and reaping the benefits of having last year's global event on their CV.

Separately we are also working with companies in Germany who have worked on the Olympics and are using that experience to sell their consulting and marketing experience here in Germany.

The basketball venue may have been taken down, the London 2012-branded souvenirs may have been sold off at a heavy discount and Jess Ennis has even had time to get married but the reputational and commercial legacy remain.

Back to this Saturday and the football.

It would be undiplomatic of me to suggest who might win but I can say I'm looking forward to seeing a German team lose at Wembley.

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