Global event: foreign sponsorship crippling local businesses

Are the Olympics a globalising force? Yes, in many ways they are. Competitors from almost every country come together to compete in sporting events that are broadcast around the world. The event attracts attention worldwide and is a topic of discussion amongst a range of people. Thompson, believes gloablisation ‘refers to the growing interconnectedness of different parts of the world,” (cited in Rantanen, 1995). This illustrates that the Olympics are a global event as it connects different parts of the world in a multitude of ways. But is this a good thing? I’m not convinced about that.

The Olympics is a chance for the host city to gain worldwide exposure and can assist with bringing tourists to the area and boosting the economy. However, because of the global nature of the event, it has attracted many offshore sponsors, leaving local businesses unable to reap the benefits. Various businesses throughout London have fallen victim to the ‘brand police’ employed to ensure the businesses do not use unauthorised advertising in order to protect the multi-million dollar sponsorship deals held by various partners.

Source: Ant Blog 701

Source: Creative Review

Source: Brand Republic

According to Martin Hickman in his article for The Independent, ‘Almost 300 enforcement officers will be seen across the country checking firms to ensure they are not staging "ambush marketing" or illegally associating themselves with the Games at the expense of official sponsors such as Adidas, McDonald's, Coca-Cola and BP,’ (2012). Brand police have banned retailers around the Olympic venues from selling fries because of McDonalds fast food rights, forced a butcher to take down an Olympic ring sausage display and a florist to take down an Olympic flower display (Kermond, 2012).

More examples can be seen at the following articles:

• Ad police defend a brand but tarnish a name
• The Olympic 'Brand Police' About To Enter London Sound Completely Ridiculous

Foreign sponsorship has crippled local businesses and has tarnished the Olympics experience for many people in London wanting to get involved in the spirit of the games. 

Source: The Age

References

Ant Blog 701 2012, 'Time to head to McDonald's again', retrieved August 10 2012, <http://ant.sillydog.org/blog/2012/004094.php>.

Brand Republic 2011, 'BP 2012 ad drive: "We are trying to be humble"', retrieved August 10 2012, <http://www.brandrepublic.com/news/1078387/>. 

Creative Review 2012, 'Adidas: Take the Stage', retrieved August 10 2012, <http://www.creativereview.co.uk/cr-blog/2012/july/adidas-take-the-stage>.

Hickman, M 2012, 'Britain flooded with "brand police"to protect sponsors', The Independent, 16 July, retrieved August 10 2012, <http://www.independent.co.uk/news/uk/home-news/britain-flooded-with-brand-police-to-protect-sponsors-7945436.html>.

Kermen, C 2012, 'Ad police defend a brand but tarnish a name', The Age, 27 July, retrieved August 10 2012, <http://www.theage.com.au/business/media-and-marketing/ad-police-defend-a-brand-but-tarnish-the-name-20120726-22v79.html>.

London 2012, 'Partners', retrieved August 10 2012, <http://www.london2012.com/about-us/the-people-delivering-the-games/olympic-partners/>.

Rantanen, T 2005, The media and globalization, Sage, London, pp. 1–18.

Taylor, A 2012, 'The Olympic "Brand Police" About To Enter London Sound Completely Ridiculous',  Business Insider, 16 July, retrieved August 10 2012, <http://www.businessinsider.com/olympic-brand-police-london-2012-7>.