by Trevor Sturgess

Department store John Lewis is to become a key outlet for 2012 Olympic Games merchandise in a major sponsorship deal.

The Partnership has signed up with LOCOG - the London Organising Committee of the Olympic Games and Paralympic Games - to become the so-called Official Department Store Provider, one of 26 domestic sponsors.

The agreement will make John Lewis a key distribution network for the estimated 10,000 licensed products which will be on sale by 2012.

The John Lewis shop in London’s Oxford Street and the planned shop close to Olympic Park at Stratford, due to open in 2011, will be the main retail outlets for Games-related merchandise, but it is also likely to be stocked in Bluewater. Net profits from sales of Olympic merchandise will be given to the Games organizers.

The chain will offer their staff - Partners - the opportunity to work at LOCOG in the build-up to the Games, help to furnish lounge and reception areas at venues, and provide warehouse space.

Andy Street, managing director of John Lewis and former boss of the Bluewater store, said: "We backed the original bid and we are very proud to announce this partnership with London 2012. Sustainability and community are at the heart of our business and we are therefore delighted to be involved with the regeneration of east London through anchoring the Olympic development in Stratford with our latest full-line department store as well as helping to fund the most exciting sporting event for a generation."

Lord Sebastian Coe, chairman of London 2012, said: "We are thrilled that John Lewis has chosen to join us on the journey to 2012. They are a great British brand with a reputation for first class customer care and excellence. They supported us during the bid and so it is fantastic to have them on board as a sponsor."

Meanwhile, John Lewis has developed a Partners in Sport initiative that involved sponsoring seven London 2012 hopefuls as well as funding sports coaches.