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IF YOU’RE not a sponsor of 2012 then mind how you market your products at the Games

The London 2012 Organising Committee has warned UK companies, who are not sponsors of the London Olympics, that associating their brands with the Games could result in court action.

Firms cashing in with marketing jargon related to the London Olympics or Paralympics – in ads and press releases – also face paying out hefty compensation for breaching the rules.

Alex Kelham, brand protection lawyer for the London 2012 Organising Committee – or LOCOG – is leading a team who are spying on hijackers of the London Olympics logo. “We don’t want to think of ourselves as bullies, but our sponsors have invested millions of pounds in the Games and we have to protect our commercial partnerships,” she said.

An offline and online team was in place, she added, to “micro-monitor” global marketing for 2012. Google Alerts, Nielsen research and behind-the-scenes analytics tools will be operating around the clock to make sure non-sponsors of the Olympics play fair.

But the strict brand rules from LOCOG was greeted with frustration by UK business representatives, PRs and industry journalists who listened to the Olympics panel at the London Business Network event earlier this month.

One journalist said: “This evening was supposed to be a chance for London businesses to join together and show what we’re good at – and to celebrate. I’m aware of the rights of sponsors but surely there should be a set of guidelines for London businesses.

“You’ve given them no cause to celebrate and, despite what you say, you are being bullies. Given the economic climate, London 2012 is supposed to be something to make businesses feel good again – but we’ve heard nothing positive.”

LOCOG denied being heavy-handed and pointed out the benefits for UK suppliers. Neil Walker, community relations manager at LOCOG, said: “I’m confused – we’ve just shown you how 98% of contracts for London 2012 were given to UK businesses.

“There has been more than £6billion of contracts awarded by the Olympic Development Committee and 74.4% of these are to small and medium-sized businesses [firms with less than 250 employees] – so I’m disappointed if you don’t see that as an opportunity.”

This story was brought to you by William Murray, a PR and communications agency, which has specialised in foodservice and hospitality for 23 years.

Social media is also set to come under intense scrutiny by lawyers from the London Olympics – are your staff prepared? William Murray’s social media workshop will help you promote clear-cut consumer messages through your brand, which stay true to the spirit of London 2012 – and celebrate the UK’s most exciting event in 2012. Contact bernadette@williammurray.co.uk for more information.

How to avoid being sued by the London 2012 Organising Committee

1. BANNED!
The ad below creates an association with London 2012 through use of images and text.

Banned: This ad was not allowed by the London Olympics 2012 team

2. BANNED!
If you use two words in the same marketing slogan from this list – LOCOG calls them “Limited Expressions” – you risk getting a call from the 2012 brand lawyers.
Games, Two thousand and twelve, 2012 or Twenty-Twelve

3. BANNED
Below are more Limited Expressions, so don’t use these with any one word from point 2 in the Limited Expressions list above:
London, medals, sponsors, summer, gold, silver, bronze

4. BANNED
Examples of phrases that should be banned from your marketing slogans
•    Great Olympic deals for summer 2012
•    Medal winners in two thousand and twelve
•    Sponsors of Twenty-Twelve