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?

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


+consumer goods
+fashion / apparel
+fitness / sport
+london 2012
+London 2012
+Sports & Fitness

More in retail


Amazon Is Making Moves To Disrupt The Sportswear Apparel Industry

The company continues to expand into new categories and markets, this time looking to develop its own line of innovative sportswear

23 October 2017

Hotel Rooms Of The Future Could Remember How You Like To Sleep

The Hilton have started testing a new smart hotel room that knows all of the guests's preferences

23 October 2017

The Latest


To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

October 18, 2017

Wearable X CEO Billie Whitehouse spoke to PSFK 2017 about designing wearables for all five senses and maintaining a sense of humor

September 27, 2017
No search results found.