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

Mr Coe is now executive chairman of CSM Sport & Entertainment, a major sports-marketing agency. He was also an MP and an Olympic gold medal winner in the 1,500m.


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

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