This summer, London has proved to be once again an excellent host for major sports events. World ParaAthletics Championships and IAAF World Championships brought Mo Farah and Usain Bolt to the Queen Elizabeth Olympic Park in a celebration of physical activity and sport in the capital. These events have obviously attracted the interest of major companies which tried to make the most of their sponsorship deals and engage in clever ways the Londoners and tourists.

The official partners of the IAAF World Championships were TDK, Toyota, Asics and SEIKO.

However, by walking around London over the past weeks, I identified a few other companies that made themselves remarked in front of the fans. Maybe the best initiative I noticed was Samsung’s.







Samsung had a small Fan Zone near St. Paul’s Cathedral with a big screen where fans could watch the events. The area included some tennis tables which were quite successful among the fans.

I consider that by doing these, the company used one of its products to share the beautiful story of these events, allowing everyone passing by the area to be a part of this wonderful celebration of sport.

Here are some other images I captured during the Summer of Athletics in London.


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