LONDON -- London Olympic organizers signed Boston Consulting Group on Thursday to advise them on ticketing and merchandising for the 2012 Games.

BCG specializes in corporate finance, marketing and sales and strategy and becomes the first tier-three sponsor, which costs the company at least $14.5 million.

London organizers said they have secured 75 per cent of the money targeted from domestic sponsors after signing BCG, a day after signing Adecco to supply staff for the games. The organizing committee's target is $875 million from domestic sponsors.

"Our tier-three providers are absolutely key to the successful delivery of a great games,'' London 2012 chief executive Paul Deighton said.