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Olympic Business: The Winners and Losers of London 2012

The London 2012 Olympic Games proved as much as competition for businesses as it did for the record-breaking Olympians who descended on the capital this summer.

Now that the party has officially left town, we take a look at the winners and losers of the race to capitalise on business opportunities, while the world watched.


Sports Direct – 25% rise

Capitalising on its position as a sports retailer during in a landmark summer of athletic achievement, Sports Direct made a fantastic profit out of the Olympics this year. Sales rose by a staggering 25%, making this company the gold medal winner of London 2012.

Wetherspoons – 12.8% rise

Good weather coupled with Olympic coverage helped Wetherspoons to rake in the dough this summer with a 12.8% rise on normal business. It’s pleasing to know that travellers from far and wide were partaking in one of the true English traditions – having a pint at the pub.

Costa Coffee – 5.7% rise

Those who weren’t in the pub could apparently be found in the coffee shops of London during the Games, as Costa Coffee has reported an impressive 5.7% increase on sales in comparison to previous years.

Premier Inn – 3.2% rise

Everyone who visited London this summer needed a place to stay and according to the budget luxury hotel chain, that place was Premier Inn. The company put prices up in London for the Games and recorded a 3.2% rise in profits.


Water Chariots – £2.5m lost

It might have seemed like a great idea at the time, but apparently no one wanted to take a boat up the Thames to the Olympic Stadium. A company set up to do just that in time for the Games has gone into administration with losses of £2.5 million.

Virgin Trains – £14m lost

Sadly for Richard Branson, while Olympic Authorities anticipated a £15m revenue as a direct result of transport to and from London 2012 the reality fell short. Despite extra services, Virgin Trains recorded just £1m in sales – resulting in a £14 million disappointment.

Disney – £30m+ unwatched

Having released a new film during the London 2012 Olympic Games, Disney expected viewing figures to be low. However, even after the Games the figures unexpectedly failed to rebound – resulting in more than £30 million of lost revenue.

G4S – £145m unpaid

G4S is perhaps the most famous loser of business during the Olympics. Despite being selected to provide security for the Games under a £235m contract, G4S has only been paid £90m to date for failing to deliver on its promises – a loss of £145 million.

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Google Reviews

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