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Olympic Lawyers Shadow Torch's Every Move to Prevent 'Ambush Marketing'

Via Lowering the Bar, I see the latest bit of evidence in support of those who argue "you can do anything with a law degree."

As discussed here, the London Organising Committee of the Olympic Games has been notoriously strict about the use by non-sponsors of items such as the Olympic rings, the word "Olympics," and even the use of certain words in advertising. And it appears LOCOG was equally zealous in its efforts to prevent non-sponsors from engaging in any "ambush marketing" to shoehorn their brand into the festivities that surrounded the running of the Olympic torch.

By way of background, ambush marketing occurs when companies try to benefit from an event without actually paying for advertising. One famous example of ambush marketing took place during the 2010 World Cup in South Africa, when police arrested 36 blonde women dressed in skimpy orange mini-dresses who were allegedly hired by the Dutch brewery Bavaria to attract media attention in the stands (see the video here).

According to The Guardian, LOCOG sought to prevent any similar stunts during the Olympic torch run by assigning two LOCOG lawyers the task of "shadowing the torch on every step of its journey across the UK" to prevent ambush marketing. Specifically, these lawyers "inspected the 'event zones' around each venue to ensure there was no unauthorised advertising and that 'areas are clean.'"

LOCOG did graciously decide not to make people wearing "commercially branded clothes or football shirts with the logos of team sponsors" remove their clothes, and is not checking under coats to inspect clothes. Thanks for that, LOCOG!

Posted by Bruce Carton on July 30, 2012 at 04:21 PM | Permalink | Comments (1)


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