As Olympic fever takes over us in the next 2 weeks, non-Olympic sponsors are pushing the limits of strict rules for ad campaigns, designed to steal the limelight from companies that have paid millions to be associated with the 2012 Games.
Nike has launched a global TV campaign that coincided with the opening ceremony, featuring sports people in places around the world named “London”. Nike’s arch-rival adidas paid millions to be an official London 2012 global sponsor.
Irish company Paddy Power is running billboards claiming to be the sponsor of a major sporting event in London (London, France of course).
The Games organizers Locog said it is able to “take a joke” and will not seek to take action against all campaigns, but sponsors’ £700m investment needed to be protected.