The organizing committee for the London 2012 Olympic Games is working with the games’ biggest sponsors to mount a massive social networking campaign in the lead-up to the Summer 2012 Games. The campaign revolves around promoting interest in the games by promoting involvement in sports for everyone.

Adidas, which has a £100m sponsorship deal for the next Summer Olympics, will be the first to launch a social media project this spring, an “online sports activation project” to encourage kids and young adults (through high school age) to participate more in athletic pursuits.

Focusing attention on the sites and using the media that young people are thought to use most often, the initiative will employ social networks and social media, to encourage experienced athletes and coaches to work with novices to develop interest and involvement in different sports.

new media age reports that the social media project includes “an online destination,” accessible from the London Olympics website, and will be “active across all the major social networks.” Participation of schools in the project is expected as well.

Alex Balfour, head of new media at LOCOG, told new media age, “The main driver for [the program] will be … focused less on the people who are already active in sport or aspire to be lead sports people and more on those who have some interest but don’t see the social rewards in it.”

The organizing committee plans to develop a presence on all major social networks by the end of this year.

Other major Olympic sponsors for the 2012 Games include British Airways(BA), British Telecom (BT), McDonald’s and Visa.