Potential LOCOG Supermarket Sponsorship Concerns Coca-Cola
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Coca-Cola Complains LOCOG
Deal Would Damage Its Campaign |
Coca-Cola is "at war" with LOCOG officials over proposals for a US$31.6M sponsorship deal with a "major British supermarket chain," according to Matthew Beard of the London EVENING STANDARD. LOCOG "has been in talks with Sainsbury's and Marks & Spencer as it bids to sign up an official Games supermarket," but Coca-Cola has complained to the IOC that "such a deal would damage its own promotional campaigns in the run-up" to the '12 Games. If a compromise is not found, LOCOG "could see the potential [supermarket] deal collapse," which would be a "setback towards raising the final" US$237.1M of its US$1.1B in sponsorship for the Games. Beard notes Coca-Cola "does not want its brands to have to compete for shoppers' attention alongside supermarkets' own labels also bearing the distinctive Olympic rings and 2012 logo." A senior IOC source said, "LOCOG stands to get a new sponsor in the retail category which would be worth a lot of money to them. But there are concerns from Coca-Cola that there may be a violation of its rights. It's something the IOC is trying to work through." Coca-Cola declined to comment (London EVENING STANDARD, 10/13).
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