“LOCOG has grappled with restrictions to protect sponsors…”

Maybe its time for IOC to start thinking about other ways to handle the Olympic sponsorships?

It’s a huge amount of money but at the same time its been more or less the same brands dominating the games, often referred to as the “group of 12”.

And there have been problems with unofficial use of the “rings” before. ABC News used the phrase “ambush marketing” when they wrote about the 2008 Summer Olympics.

The Olympic Creed states:

“The most important thing in the Olympic Games is not to win but to take part, just as the most important thing in life is not the triumph but the struggle. The essential thing is not to have conquered but to have fought well.”

Maybe there should be another arena – where brands could fight over the attention from the audience? One brand who fought well without being a sponsor is Nike…