OLYMPIC rower James Cracknell visited Oxford media firm Nielsen to congratulate the company on becoming market research provider to the 2012 games.
The company will help the London organising committee's marketing push by developing a market research strategy and organising online panels and surveys.
Nielsen said it hoped to reap a commercial benefit from its £10m 'value in kind' sponsorship, by seeing its name in lights, and winning more clients.
The managing director of Nielsen UK, Justin Sargent, based at the Headington office, said: "I am very proud that our company is a part of London 2012.
“The Olympic values are shared by Nielsen’s employees, and we look forward to providing critical consumer and media research that will help deliver an Olympic experience that London and the UK can be proud of."
Nielsen's 650-strong Headington workforce was joined by employees from 10 offices around Great Britain for this week's launch.
It is the 20th domestic commercial deal struck by the London 2012 organisers, who are aiming to raise £2bn to stage the games.
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