Menu
Olympics

BMW's Minis Raise Concerns About Sponsors Activating In Games Venues

The small, remote-controlled versions of Mini cars “whizzing around” Olympic Stadium to shuttle javelins, discus and hammers back to the athletes "have triggered branding questions at what are strictly ad-free Olympic venues at the London Games," according to Karolos Grohmann of REUTERS. The Minis, made by IOC TOP sponsor BMW, "may not carry visible logos but are instantly recognisable for what they are." IOC TV & Marketing Services Dir Timo Lumme said there was "no commercial reason" behind choosing Minis as transporters for the athletes' equipment. Since the start of the track & field competitions last week, the Minis have "instantly become a point of discussion." Their use inside the stadium has raised questions of "whether the IOC was indirectly relaxing its own strict ad rules" (REUTERS, 8/7). The AP’s Rob Harris noted BMW's sponsorship of the London Games is “worth $63 million, including the cost of providing vehicles.” Rule 50 of the IOC charter states "commercial installations and advertising signs shall not be allowed in the stadia." IOC TOP sponsor Omega “has its logo on clocks in venues, but BMW has specifically used its Mini for a task that could have been carried out by a generic vehicle.” BMW U.K. Corporate Communications Dir Graham Biggs insisted that the rules “are being adhered to." But Harris wrote BMW's “canny use of Minis highlights the challenge sponsors face at the Olympics to secure a return on their investment when exposure is heavily restricted by the IOC” (AP, 8/7).

SUPPLY & DEMAND: In London, Shekhar Bhatia noted Olympic organizers have admitted that they have brought on "too many unpaid volunteers for the Games." They have been “astonished” by the low demand from VIPs for volunteer-chauffeured cars. So few of the BMWs are being used that many of the 9,000 drivers "have been left twiddling their thumbs for large parts of their 10-hour shifts." Many volunteers are now being given days off, "so they can fill empty seats in venues and enjoy the sporting action" (London INDEPENDENT, 8/7).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2012/08/08/Olympics/BMW.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2012/08/08/Olympics/BMW.aspx

CLOSE