By Ed Kemp, Marketing, 27 August 2008, 08:30am

Brands target Olympic 'heroes' parade

LONDON - Olympic sponsors will scramble for consumers' attention at a 'heroes' parade for Team GB that promises to be the biggest celebration of British sport ever seen.

According to insiders, several athletes would prefer a less commercial event, but their record medal haul and high levels of expectation surrounding London 2012 makes this unlikely as it will ensure maximum exposure for global

Olympic, London 2012 and British Olympic Association (BOA) sponsors.

Although the parade is to celebrate achievements in Beijing, several London 2012 and global Olympic partners are planning to use the event to promote their sponsorship and said they are awaiting details from parade organisers.

The Greater London Authority will meet the BOA to discuss plans for the parade, including its route. It is understood that marketing opportunities will be similar to those given to sponsors of other successful teams, such as 2005's Ashes-winning cricketers.

Last weekend, Visa was the headline sponsor of the hand-over party, which drew a crowd of more than 40,000 people.