BOCOG Seeks To Stop Beijing Games Nonsponsors From Encroaching
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BOCOG Stepping Up Efforts To Curb Ambush
Marketing During Olympics |
BOCOG has promised to "step up efforts to prevent nonsponsors of this summer's Olympics from 'ambushing' the more than 60 official sponsors that spent millions for the right to associate their brands" with the Games, according to Geoffrey Fowler of the WALL STREET JOURNAL. BOCOG yesterday at a news conference held in conjunction with the China Advertising Association said that it would "stop coordinated groups of spectators from wearing uniforms or branded clothing in Games venues this August," a prohibition that "applies to sponsors and nonsponsors alike." Additionally, athletes and coaches "won't be allowed to lend their images to marketing without prior approval from Olympics officials." BOCOG Deputy Marketing Chief Chen Feng: "The basic idea is to create a 'clean sports stadium,' which means it is not commercialized." Chen said BOCOG officials "might also consider using the press to reveal some inappropriate behaviors." Fowler reports BOCOG officials from July 11 to September 17 will "control billboards in prominent locations to give priority to official sponsors." Chen said that the Olympic Torch Relay has "witnessed some violations by nonsponsors, including use of the image of the torch in advertising." While Nike and Chinese athletic shoe and apparel company Li Ning have been "plastering TV airtime and billboards with promotions featuring Olympic athletes and themes," adidas AG Dir of Corporate Communications Sabrina Cheung, whose company is an official Beijing Games sponsor, said there is "no question that Adidas is the official sportswear partner" for the Games (WALL STREET JOURNAL, 6/4). Meanwhile, the host committee for the 2012 London Games has "tried to tighten the legal screw even further -- under a new law, the combined use of words such as '2012' and gold in advertising by non-sponsors could result in legal action" (REUTERS, 6/4).
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