OLYMPIC HURDLES

As a Finsbury Park small web design business (since 2002) looking forward to the hosting of London 2012 just down road from us, we were hoping to be able to contribute towards London 2012 and the Paralympics with a business idea that once up & running would contribute a healthy share of the net proceeds to both the International and National Olympic Committees. I.E. The IOC and NOC. Thus supporting funds, raising awareness globally, encouraging further spectators and visitors from abroad that means more tourism in the area and more local businesses to benefit... all this whilst adhering to the very precise Olympic Charter legals.

It seems that unless one can pay out on expensive licensing or as a business are of a significant size to be authorised as a Sponsor or Supplier - or engaged for a Marketing Initiative, then don't think for one minute you can associate yourself with the Olympics. Despite your offer being a win-win proposition.

Not only were the NOC not even prepared to listen to the proposal - which is surprising given that one of their remits is to raise funds for the Games and they were set to receive more from us. The NOC sent an email response from some random person called Mark with no second name. We were left feeling stunned at this immediate refusal of branding use based on some legalities that clearly outline how the Olympics has become less of a public event, more of an exclusive event for big business who can afford sponsorship and the expensive licensing required.

We thought local business was supposed to benefit, not be left outside the stadium walls knocking to come in. We just wrote to Boris.

Hi Salli, sorry to hear about that. I'm a bit cynical about the degree to which the 2012 event is able to benefit local business - apart from the hopefully positive effects of a few more tourists in town, the event does to date seem to be all about big business and not genuinely about local impact. Do let us know what Boris's office has to say, we'd love to follow up on this.

Hi,

To follow up:

We received this response from the Mayor's Office Today - The London 2012 Team. It basically makes it very clear that the Olympics is an exclusive event monopolised by big business and that any local business is not welcome to participate and invest in the games - in fact, you won't even get a hearing despite the fact you may have an excellent business proposal that could raise significant revenue for the Olympics and Paralympics. You'll probably just get a demoralising email from some London 2012 representative guy called Mark [with no surname] like we did, who'll shut down your enquiry immediately and leave you crawling the web for answers... or, writing to the Mayor of London.

"Exclusive rights promises" to companies that serve to make the rich richer and bypass local communities and businesses where the event is being held. Not cool.

Ironically, perhaps it is the mass media interest in the Olympics that can carry some responsibility for the huge corporate sponsorship and commercialisation of the Games?

On a positive note however: London 2012 WILL provide you with little London 2012 web buttons to feature on your site, should you wish to promote this event (and it's elitist staff and contributors).

Here was the email response today:

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Dear Salli,

Thank you for your email regarding the use of the London 2012 logo.

I note that you have already contacted the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG).

LOCOG have obligations to the International Olympic Committee (IOC) to protect and maintain the current commercial value of the London 2012 brand. The hundreds of millions of pounds necessary to organise and stage the Games is being raised by LOCOG from the private sector. In return for investing in the Games, LOCOG have promised their sponsors and merchandise licensee's exclusive rights to use the London 2012 brand, as well as the Team GB and ParalympicsGB brands, and to associate with the Games.

The Games' Marks are legally protected by a combination of registered trademarks, copyright, registered community designs, and common law. LOCOG do however have a web linking policy. If you comply with this, you may link to their website using their special London 2012 banners/buttons.

For more information regarding this policy, please visit:

http://tinyurl.com/6exhy99


Yours sincerely,

xxxxxxxxxx (protected name)
London 2012 Team

Well guess it's their loss as all the money the raise from the Private Sector can be topped up by SMB too if they quit the exclusivity deals. When I watch London 2012 next year I'll probably spend most of my time spotting the enormous sponsorships, realising it's more about monopolised business at that inaccessible level... and thinking how my business could have contributed and felt more part of it. Equal Opportunities is clearly only for those with disabilities at the Paralympics.