After the ice was broken at the Winter Olympics 2010 in Vancouver with the Rainbow house, the organisers of the Summer Olympic Games in London are counting on LGBT fanbase.
The London Olympics are officially targeting LGBT community with their marketing efforts. At the London Pride and in their online shop they have begun selling commemorative Olympic badges supporting the gay community.
Currently there are two badges available, featuring the rainbow flag and London 2012 logo - London 2012 Olympic and London 2012 Paralympic rainbow pride pin badge. This gay marketing effort is in line with the organizations larger initiative to foster more inclusion in sports.