Olympics Legacy's Essential Element: Contact Database Revealed
The London 2012 Olympic and Paralympic Games Customer Database: A Legacy for Social Impact
The customer database of the London 2012 Olympic and Paralympic Games has found a new purpose after the Games, primarily for legacy, social impact, and community engagement purposes. Three non-profit development agencies, including Sport England and Sport UK, have been granted access to the 5.3 million contacts database.
Sport England and Sport UK will use the contact database to promote sporting events and activities, while the third recipient, London and Partners, will use it for promoting London. The database management will stay true to LOCOG's approach, with a commitment from Sport England that the contacts' data won't be sold on.
Anyone on the database will have the option to opt out, and those who choose to stay on the list will continue to receive newsletters about sport, volunteering, and culture across the UK. LOCOG chair Lord Sebastian Coe expressed delight about continuing to keep the database contacts informed and involved in the legacy of the games.
The London Organising Committee of the Olympic and Paralympic Games (LOCOG) worked with the Information Commissioner's Office for full compliance in data protection regulations covering the transfer. The recipients are at the epicentre of sport, culture, and volunteering, making them ideal partners for maintaining the database.
The database was leveraged to understand and support the ongoing social and community impacts of the Games, as part of efforts to sustain benefits beyond the event itself, such as wellbeing and local regeneration projects. Access was given to legacy organizations and stakeholders involved in urban regeneration and social programs associated with Queen Elizabeth Olympic Park and East London, aiming to use the data to measure and plan lasting benefits for deprived communities.
While direct detailed lists of all organizations with access are not provided explicitly, it is clear that legacy managers like Spirit of 2012 and regeneration bodies connected to the Olympic Park’s post-Games development were primary users of such data for planning and evaluative purposes. No references in the search results mention commercial or marketing uses of the database after the Games.
In summary, the London 2012 customer database has been used by legacy and social impact organizations to help measure, evaluate, and direct lasting benefits of the Games, particularly in community wellbeing and urban regeneration, with Spirit of 2012 being a key organization granted access. The public can expect great opportunities for enjoyment over the next 10 years as these organizations continue to engage with the database contacts.
Technology has been utilized by Sport England and Sport UK to manage and update the contact database acquired from the London 2012 Olympic and Paralympic Games, enabling them to promote sports events and activities more effectively. The sports sector and the city of London have benefited from this technology-driven database, as London and Partners use it for promoting London and Sport England ensures the contacts' data remains secure and is not sold on.
