Joel Smith’s advice to brands - ‘Pick up the Olympic baton at your peril’ - makes sense not least because of the litigious leanings of LOCOG. But this is not the only key sporting property this year. Euro 2012 and the Paralympics also represent valuable opportunities.

Many brands are banking on engaging with consumers. But a dip in the water won’t have the long-term impact of a strategic campaign. A brand doing it right is Sainsbury’s, with Active Kids, the UK School Games off the back of that, and its support for Sport Relief and the Paralympics. Its consistent CSR and sport-related credentials are creating real cut-through.

Lucy Savage, director, Initials Marketing