Sporting-event organisers can build active partnerships with firms: Sebastian Coe

Singapore

SEBASTIAN Coe is a man who knows more than a thing or two about how to convince businesses to be involved in major sporting events.

As chief of the London 2012 Olympic Games organising committee, he had to reach out to companies big and small to get on board as sponsors for the world's largest international multi-sport event.

The 58-year-old prefers not to use the word "sponsor", describing it as an old-fashione…