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SBD Global/July 27, 2012/Olympics
Olympics Notes: Match-Fixing, Gambling Are Hot-Button Topics For IOC
Published July 27, 2012
DOPERS CAUGHT: NBC News’ Kevin Tibbles reported WADA has already “banned more than 100” athletes from the London Games for testing positive for banned substances. The positive tests were caught by a "new drug-testing program that screens their blood even before they leave home” ("Nightly News," NBC, 7/25).
SOCIAL MEDIA TRACKER: Social Agility co-Founder Tony Burgess-Webb said that the company “uses more than 50 metrics to calculate the scores posted on its continuously updating London 2012 Social Media Scoreboard.” In Toronto, Morgan Campbell noted the company found that Coca-Cola, British Airways and adidas “have surged to the top of the social media medal table.” Companies gain points “for being active on platforms like Facebook and Twitter, and for creating web pages specifically for their Olympic campaigns.” By Wednesday afternoon, Coca-Cola’s “score of 298 placed it atop the ‘Top Performers’ scale,” with employment agency Adecco “at the bottom” with a score of 15 (TORONTO STAR, 7/26).
CYBER SECURITY: In L.A., Ryan Faughnder noted Olympic security officials are “bracing for an onslaught of cyber assaults that could easily surpass the 12 million attacks a day, or 500,000 an hour, that were logged" during the ’08 Beijing Games. More than 3,500 IT engineers and technicians "have been assigned to monitor the Games' computer systems and networks.” IOC TOP sponsor Atos is “monitoring more than 11,000 computers and servers” from a deployment center (L.A. TIMES, 7/26).
SHIPPING SAMPLES: In London, Neate & Gibson noted there is a process to ensure Olympic athletes’ drug testing samples “are not tampered with during” the Games. UPS, which won the delivery rights to the Games, indicated that it had “the delivery of urine and blood samples ‘locked down to a very few’ highly trained drivers.” UPS has developed “its own information and communications technology to ensure that managers are alerted immediately if anything goes amiss in the delivery of the samples to the laboratory” (GUARDIAN, 7/26).
GET YOUR TOYS HERE!: The WALL STREET JOURNAL’s Alice Speri noted with 10,000 official items for sale, the London Games "offer the largest variety of Olympics paraphernalia ever.” LOCOG organizers hope to sell more than £1B ($1.6B) of merchandise “from toys to egg cups.” Retail analysts “hate to dash any Olympic dreams, but they have their doubts.” Kantar Retail Insights Dir Bryan Roberts: "I'd be amazed if they got anywhere near that." Verdict Research estimates that the Games “will generate a total of £100M ($157M) in Olympics-related sales this quarter -- including official and unofficial products, as well as food.” LOCOG has said that merchandise sales of £1B ($1.6B) would result in £80M ($125M) “in profits and help balance its books” (WALL STREET JOURNAL, 7/25).
PANNING FOR GOLD: REUTERS reported that Indian athletes who win Gold Medals will "be rewarded with an additional Gold Medal weighing five kilograms." Athletes who win Silver and Bronze will also be awarded 3kg and 2kg Gold Medals, respectively by the Sahara Group, which has interests in the financial sector, media and entertainment, housing and sport (REUTERS, 7/26).
GOT TO BE THE SHOES: Adidas revealed its new shoe called the adizero Primeknit on Thursday. The shoe is adidas' first one-piece upper performance running shoe featuring a new seamless engineering technology. Adidas created 2,012 individually numbered pairs of the adizero Primeknit knitted in the same red and white colors adidas athletes will be competing in at the Games (adidas).