LOCOG, the London 2012 Organising Committee, has appointed former group marketing director for Transport for London (TfL) Chris Townsend as its commercial director.

Townsend will be responsible for all revenue generation including domestic sponsorship, ticket marketing, merchandising and agreeing LOCOG’s share of worldwide broadcasting rights and the worldwide TOP sponsorship programme.

“As the organising committee we have two core objectives, to organise a great Olympic and Paralympic Games and to raise £2bn to fund the operational costs of the Games,” said LOCOG chief executive Paul Deighton.

“The commercial director’s role is a critical one as we begin our conversations with organisations looking to partner with us for the next six years.”

Townsend added: “When you combine the world’s most creative city with the world’s biggest sporting and cultural event and the biggest regeneration project in Europe for decades, you have a sponsorship opportunity that is second to none.

“We are creating an extraordinary six-year business partnership that rarely comes around in any one lifetime. Many organisations know the power of this proposition as a business opportunity and I am looking forward to working with them.”

Townsend’s team includes marketing and sponsorship director Philip Beard and director of commercial negotiations Charlie Wijeratna. Details: www.london2012.com