Sporty sweets

With the economic crisis hitting all of sports, the London Olympics got a financial lift through sponsorship deals with Cadbury and Trident.

 London 2012 chief executive Paul
Deighton said it was imortant to "continue to develop our
commercial program and raise more private finance to host and stage
the games."

Organizers are trying to raise $3.5
billion from the private sector from sponsorships, television revenue
and sales of tickets and merchandise. Organizers have seven top-tier
domestic sponsors, three tier-two suppliers and five third-level
partners.

Cadbury, the world's biggest candy
maker, extended its sponsorship of the 2012 Summer Games.Cadbury
first signed up as a second-level sponsor in October in a deal worth
a reported $27 million. Under the extension, all candy, sweets and
packaged ice cream sold at official London 2012 outlets during the
games will be supplied by Cadbury.

Trident, a sugar-free gum, becomes a
lower-level sponsor.