Swifter, higher, stronger… richer
There was some controversy during the recent FIFA World Cup in South Africa relating to the promotional activities of brands which were not officially sanctioned partners of the tournament, and their alleged, “unauthorised” attempts to capitalise on that sporting jamboree.
Leaving aside the merits, and indeed the ethics, of so-called “ambush marketing”, it has been all too easy for those of us back here in the UK to tut from the sidelines about the draconian measures implemented by the RSA government, seemingly at the behest of FIFA, while gleefully cashing in on the home front with footie-themed ad copy for every consumer good imaginable, from tellies to tipples.
One might even be inclined to begin looking forward, with some anticipation, to a similar smorgasbord during the here-before-you-know-it 2012 Olympics. They’re even taking place right here! On home turf! Well… whoa there, cowboy!
How familiar are you with the London Olympic Games and Paralympic Games Act 2006? By all accounts, Pierre de Coubertin’s mob make Team Blatter look like Goldilocks and the three bears. And they really don’t like anybody tasting their porridge. Already enshrined in UK law, it seems, are provisions effectively criminalising any unauthorised “propaganda, advertising, franchise or concession”. Just check out the Host City Contract (Section 46). Even the airspace has to be controlled. By the RAF, presumably?
You know that Olympics-themed campaign you’ve been envisaging? Plan it carefully.
Very carefully.
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