AS A SUPPLIER to a major sports event it is always a toss-up whether to go for full contract value or try and leverage the marketing benefits of the association. London Olympics power provider Aggreko seems to have done both simultaneously winning new contracts and increasing its market value too. Goldman Sachs predicts another 40% share price increase on the back of the new deals and profits from supplying London 2012 suggesting major games organisers should not be too quick to dismiss the value of awarding supplier contracts even in the less glamorous end of the business of sport. - 11/2/2011
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