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How Are Nike And Other Brands Getting Around Strict Olympic Sponsorship Ad Rules?

How Are Nike And Other Brands Getting Around Strict Olympic Sponsorship Ad Rules?
Advertising

Gambling site Paddy Power has created an ad referencing London, France, while Nike shows athletes competing in the other 'Londons' around the world.

Emma Hutchings
  • 30 july 2012

PSFK Coverage Of The 2012 London Olympics

Non-sponsors of the 2012 Olympic Games aren’t allowed to use the logo, Olympic rings, and words like ‘Olympic’ and ‘London 2012’. Are these strict guidelines too much? Paddy Power and Nike seem to think so, and have both come up with covert Olympic-themed advertising that uses other cities around the world called London, so as not to infringe upon the official sponsors’ rights.

Getting Around Olympic Sponsorship By Using Other Cities Named London In Ads

Gambling website Paddy Power has created posters that say they were the official sponsor of the largest athletics event in London (France) this year, while Nike has released an ad showing athletes competing in places named London around the world, but not in London, England. The ‘Find Your Greatness’ TV spot features London (Ohio), London (Norway), East London (South Africa), Little London (Jamaica), and Small London (Nigeria), amongst others. You can check it out below:

Paddy Power

Nike

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