The Financial Times claimed Andy Street, the managing director of John Lewis, will announce tomorrow that the store will be the shop of the Games.

John Lewis currently has 29 stores across Britain and is due to be the flagship shop of the new Westfield Stratford City shopping centre currently being built adjacent to the Olympic Park.

The Financial Times claim that the store will include an Olympic shop and they could also open one selling Games merchandise at its Oxford Street location.

John Lewis, which opened its first store at Oxford Street in 1864, has a reputation for its high quality goods and in 2007 was voted Britain's favourite shop.

It is well-known for its slogan, "Never Knowingly Undersold".

The company, who also own supermarket chain Waitrose, will join a list of blue-chip sponsors, including Adidas, British Airways, BT, Lloyds TSB and Cadbury.

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