Olympics 2012 sponsorship row: Lord Coe strictly protects branding rules

This article was last updated on April 16, 2022

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Chairman of the London Organising Committee(LOCOG), Lord Coe has defended London Olympics 2012 branding rules, which he admitted could see spectators banned from wearing Pepsi T-shirts and other items.

Mr. Coe has explained that Coca-Cola is a “global partner” of the games, and the huge sums it and other sponsors had invested had to be “protected”. But the footwear might not come under the ban as spectators would “probably” not be asked to remove non-Adidas trainers.

London organisers later clarified that attendees would be tackled only if their clothing was part of a coordinated attempt to publicise a non-sponsor – in an attempt to do ambush marketing.

The spokesperson has told: “Any individual coming into our venues can wear any item of clothing, branded or otherwise. The only issue is if large groups come in together wearing clearly visible branding/marketing.”

His comments were in line with guidance from law firm Freshfields Bruckhaus Deringer – the legal services provider for the Games. The International Olympic Committee is determined to protect the branding rights of the sponsors who made an investment to finance the Games.

Coca-Cola is among 11 companies who have paid $957 million for worldwide rights to market their products on the back of the Games over a four-year cycle.

Critics have said the enforcement of branding rules at the Beijing Olympics was too heavy-handed and have called for a relaxation in the approach for the London Games, which begin in a week’s time.

One MP has called for British firms and other suppliers to be allowed to sell their beer in Olympic venues, in hope to provide a boosting aid to the U.K. economy.

Ticket-holders for the Games were sent an email last week directing them to a website containing a list of banned items. It include liquids in containers greater than 100ml, alcohol, placards, laser pointers, pets, fireworks and vuvuzelas.

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