The IOC this week asked Sochi 2014 organizers to stop projecting images
of Coca-Cola, Aeroflot and other sponsors on the LED-lit exterior of the
Bolshoy and Shayba arenas. In a world of rampant commercialism, the IOC prides itself on clean
venues that are free of signage. The IOC’s marketing team initially was
comfortable with the logos because they appeared outside the venues, but
it later decided that they were in camera-visible positions. IOC Dir of TV and Marketing Services Timo Lumme said, “The projection of sponsor logos was one of the things in
development (from us to) add to recognition of sponsors. The issue on
that specific execution was that it was in the sightline of the
broadcast tower, which didn’t work because we can’t have broadcasters
showing commercial logos.”
ACCEPTABLE COMMERCIALISM: Lumme said the IOC doesn’t consider the Olympic Park to be a “clean
venue” and pointed to Coca-Cola’s branding at concession stands, Visa’s
branding at the Olympic Megastore and showcase pavilions as examples of
acceptable commercialism. Lumme: “We’re looking at other feasible ideas of increasing the appropriate visibility and recognition of partners.” AIPS (Association Intenrationale de la Presse Sportive) first reported the logos.
