Businesses and marketers are ill-informed about the legality of Olympic-related advertising and marketing activities. The London Olympics in 2012 are a fantastic opportunity for the businesses of London and the UK but you must ensure you are completely aware of the London Olympics Marketing Rules. This site aims to provide you with information, guidance and news pertaining to marketing at the London Olympics.

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London Olympics Brand Protection

Quite rightly a lot of thought and time has gone into protecting the London Olympics branding in order to protect itself and also its sponsors. Here is an excerpt from the brand protection document and you can read more by clicking on the link at the bottom.

Our brand is our most valuable asset. To fund the Games LOCOG ‘sells’ its brand to sponsors and merchandise licensees. If anyone could use London 2012 logos or associate with the Games for free, this funding model simply wouldn’t work. 

Official London 2012 sponsors make a huge contribution to the Games by investing millions of pounds and providing their goods, services, expertise and support to the Games. In return they are given the exclusive right to market their products in connection with London 2012 and use the official logos. To protect those partners’ investment in the Games, LOCOG must prevent ambush marketing. This is something that all major sports events have to tackle and must take legal steps to prevent. Ambush marketing, the sale of counterfeit and unofficial goods and other similar activities will, if left unchecked, each undermine LOCOG’s ability to generate revenue for the Games.

If LOCOG fails to tackle ambush marketing and misses its revenue targets, the quality of the Games will suffer and the potential for leaving a financial legacy for sport in the UK will be lost. This is in no-one’s interests. The laws which will allow LOCOG to prevent ambush marketing and other damaging activities are described over the next few pages. 

Read the rest of the London Olympics Brand Protection document here.