21/Apr/2014 - Last News Update: 07:30

London 2012: Coe defends enforcement of brand rules to 'protect' sponsors

Category: England

Published: 20th Jul 2012 12:03:19

Lord Coe has defended 2012 Olympics branding rules, which he admitted could see spectators banned from wearing Pepsi T-shirts and other items.

Coca-Cola is a "global partner" of the games, said Lord Coe, and the huge sums it and other sponsors had invested had to be "protected".

But he played down suggestions by the BBC's Evan Davis that the ban might even extend to footwear.

Spectators would "probably" not be asked to remove non-Adidas trainers.

London 2012 hope to raise £2bn from Adidas and other UK sponsors.

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, arguing it would give a boost to the UK economy.

Under International Olympic Committee (IOC) rules, tier one "worldwide partners" - such as McDonald's and Coca-Cola - get sole global marketing rights within their sector, including being able to sell their products and services exclusively within Olympic venues.

Firms such as Adidas, British Airways and Lloyds TSB are 2012 Olympic partners, granting them exclusive marketing rights within their product sector in the UK.

Other 2012 supporters and suppliers with exclusive contracts include Heineken, Cadbury and Deloitte.

In an interview on the Today programme, Lord Coe said London Organising Committee (Locog) had to raise a "mountainous" amount of money - some £2bn - through sponsorship and broadcasting rights. The more money generated from the private sector, he said, the lower the bill for the taxpayer for the Games.

"When you have big British businesses that are prepared to really invest in the Games, you have the responsibility to protect them," he said.

"We have to protect the rights of our sponsors because they, in large part, pay for the Games. They do more than that, of course. They help us meet our legacy targets."

Presenter Evan Davis asked Lord Coe whether he could, for example, attend an Olympic event wearing a Pepsi t-shirt.

"No, you probably would not be walking in with a Pepsi T-shirt because Coca-Cola are our sponsors," he replied, adding that Coca-Cola had invested millions of pounds both in the Games and grass-roots sport.

In an increasingly testy exchange, the BBC presenter then quizzed Lord Coe on whether he could "go in with Nike trainers on?".

"I think you probably could...Let's sort of put some reality in this. You probably would be able to walk through with Nike trainers. Does that satisfy you?"

After Mr Davis said that it didn't but that he intended to move onto another subject, Lord Coe told the BBC presenter "keep going Evan, we will get here eventually."

But Lord Coe said suggestions that police officers would not be allowed to eat crisps from Walkers packets and would have to transfer them to clear, unbranded bags, were not an "accurate portrayal".

"We are slightly in the territory of straight bananas and other things," he added, a reference to scare stories about petty EU rules on fruit and vegetables.

Under IOC rules, there are also restrictions about advertising in areas adjacent to Games venues, in part to prevent "ambush marketing" by firms which are not sponsors.

Traders require authorisation from Locog to operate at 27 "event zones" - public areas stretching about 200 metres from stadiums and sports facilities.

Locog has insisted that "business as usual" advertising, such as shop signs and in-store advertising will not be affected.

BBC News External Link Show Citation

Latest News

Harvard Citation

BBC News, 2012. London 2012: Coe defends enforcement of brand rules to 'protect' sponsors [Online] (Updated 20th Jul 2012)
Available at: http://www.ukwirednews.com/news/1441761/London-2012-Coe-defends-enforcement-of-brand-rules-to-protect-sponsors [Accessed 21st Apr 2014]

News In Other Categories

  • Myanmar democracy veteran Win Tin dies at 85

    Win Tin, a veteran of Myanmar's pro-democracy movement, has died at the age of 85.
  • Scarlets slow start cost us says boss Simon Easterby

    Scarlets head coach Simon Easterby says his side did not turn up in the first half of their shock Pro12 17-13 derby defeat against 10th-placed Cardiff Blues at the Millennium Stadium.
  • World War One: Why the army took over Charles's chocolate factory

    Scotland's first chocolate factory aroused suspicion at the outbreak of World War One. Why was it so strongly-built and why did it employ so many Germans? The authorities were called to investigate.
  • Huge fire on Leeds industrial estate

    A huge fire on an industrial estate in Leeds has sent flames and a large plume of smoke up over the city.
  • Bristol Academy extends reach overseas with first foreign students

    With the doors to its brand new £1million training centre officially open, one of the UK's leading apprentice training providers, Bristol based S&B Automotive Academy, is showcasing its world-class facilities by launching a series of foreign student exchanges for the first time in its 41-year history. To get a flavour of what life is like as an apprentice in the UK, the Academy hosted 16 apprentice engineers and bus drivers from the G9 Automotive College in Hamburg, Germany, as part of a Europe-wide vocational training initiative called the ‘Leonardo Programme’ with support from the European Social Fund. In a reciprocal arrangement, S&B will be sending nine apprentices to Germany during February 2012 so that they can get an appreciation of life in the automotive industry on the Continent. A further three German exchange groups are being planned for next year. Designed to assist the development of vocational skills and training across Europe, including work placements for trainees, the Leonardo Programme has a budget of €1.75bn, which is helping to encourage UK organisations to work with their counterparts abroad. In what is expected to be another challenging year for employers in the UK automotive sector, S&B’s Chief Executive, Jon Winter, claims that the exchange initiative will bring many benefits to the Academy and its apprentices: “In a world of global automotive brands, it’s important for our learners to understand the international context of the industry they have chosen to make their career. This new exchange programme will enable apprentices and Academy staff alike to achieve a better understanding of the challenges and opportunities within the automotive arena in Europe. With the Academy’s influence also extending to the USA and Asia, there’s every possibility that this initiative could move further afield in the future.” Continued Winter: “The need for skilled technicians across the world is on the increase and we actively encourage our apprentices to look at broader horizons during their training. Many of them have already learned the phrase ‘Vorsprung durch Gelehrtheit’, quite simply, ‘Advancement through learning.” In the 2010/11 academic year, S&B doubled the number of successful Apprenticeships over the previous year with some 350 apprentices graduating from the Academy. At the same time, achievement levels reached an all-time high with an overall success rate of 85%. For those learners on the Advanced Apprenticeship three-year programme, success rates were even higher, at over 98%. PHOTO CAPTION: As part of their exchange visit, S&B Automotive Academy arranged for the German apprentices to visit Hampshire bus operator, Bluestar, at its Barton Park depot. The students are pictured with S&B’s Andy West (3rd right) and Steve Prewett, Bluestar’s Area Engineering Manager (2nd right). Ends http://www.sandbaa.com
  • David Cameron risks 'alienation', public figures claim

    David Cameron could cause "alienation" with his comments about Christianity in the UK, public figures have warned.