London 2012 Olympic organisers denied claims on Monday that a sponsorship deal with a leading chocolate company was sending out the wrong message as the country attempts to tackle an upsurge in childhood obesity. British confectionery company Cadbury were announced as a Tier Two partner for the 2012 organising committee (LOCOG) on Monday, adding around 20 million pounds ($34.84 million) to the 400 million pounds already secured from the private sector.

LOCOG?s operational costs will be two billion pounds with nearly half of that figure needing to be raised from sponsorships. Ticket sales and contributions from the International Olympic Committee (IOC) will also form part of LOCOG?s budget. Paul Deighton, the chief executive of LOCOG, said yesterday he had no problem with signing up a partner that sells millions of bars of chocolate to Britain?s teenagers each week.

?We are bringing another world class company to the table, Cadbury are a great British company, they will be a great partner and a very logical fit for us,? Deighton told reporters. ?All major sporting events have confectionery and ice cream on sale. When we chose Cadbury one of the reasons was that they fitted in with our values and they will be a responsible partner. «Let?s also not lose sight of the fact that they are putting in a considerable amount of cash into the deal which is what pays for the Games.?

Cadbury chief executive Todd Stitzer said they would work closely with LOCOG in promoting healthy living and said it would be «unusual and unlikely» that free chocolate bars would be handed out at Olympic events. Despite the worldwide economic gloom beginning to impact on the Olympic Delivery Authority?s (ODA) task of building the Games venues and infrastructure, notably the funding problems for the Olympic Village, LOCOG are ahead of schedule in securing private funding.

?We are two thirds of the way there with nearly four years to go,? Deighton said. ?The performance of the British team in Beijing focussed a lot of British companies into thinking that they want to be a part of 2012. ?But over the next 12 to 18 months it is bound to get a little bit tougher.? LOCOG has so far signed up seven Tier One sponsors, who pay at least 40 million pounds. They are sportswear firm adidas, BP, British Airways, BT, EDF Energy, Lloyds TSB bank and communication firm Nortel.

<B>Martyn HERMAN</B>