LOCOG Opening Outdoor Advertising Sites Near Olympic Park To Non-Sponsors

Outdoor advertising sites near London's Olympic Park “are to be sold to non-sponsors, marking a shift from previous rules,” according to Maisie McCabe of MARKETING Magazine. This "will allow brands from categories such as film, theatre and tourist boards to advertise near" the London Games’ venues. Originally, only official sponsors of the London '12 Olympic and Paralympic Games were allowed to advertise on outdoor media close to the Olympic Park, but this "has been expanded to include some other sectors." Outdoor media in the vicinity of the Olympic Park "can now be sold to film companies, theatres, music labels, book publishers, colleges, tourist boards and other organizing committees, such as that for the Rio 2016 Olympic and Paralympic Games." Sources said that the "majority of 'vicinity' sites have been sold to sponsors and only a limited amount of inventory remains available" (MARKETINGMAGAZINE.co.uk, 1/31).