An Olympic Games only the sponsors could love

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    Jul 30, 2012 1:46 PM GMT
    http://www.marketwatch.com/story/an-olympic-games-only-the-sponsors-could-love-2012-07-27

    The next two weeks in London are all about the marketing

    There was a minor controversy last week when the man in charge of the London Olympics seemed to suggest that anyone wearing a Pepsi T-shirt to events would be thrown out.

    Sebastian Coe, chair of the London Organising Committee of the Olympic and Paralympic Games (LOCOG), rapidly backtracked, but it wasn’t hard for many observers to believe the Games he is organizing are more about brands and corporations and less about fans and sports.

    The Pepsi PEP -0.15% comments captured a big part of what the Games are about — Coca-Cola Co. KO +0.11% is one of the International Olympic Committee’s main sponsors, and it was all-too-easy to think the Games’ organizers would throw out any fan showing preference for a partner’s business rival.
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    Jul 30, 2012 5:26 PM GMT
    'All about the marketing.' Not really. I do not know about you, but I have been watching a lot of the Games coverage over the last 3 days. Guess how many advertisements I have seen during and between coverage of the Games on the BBC (the main UK Olympics broadcaster)? Zero.
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    Jul 30, 2012 5:33 PM GMT
    The Olympics are supposed to showcase sport and not advertisers...notice the stadiums? only London2012 signage everything else is covered up. It was like that in Vancouver, my friend actually worked in the hockey stadium ensuring that all advertising signage was covered up. But its behind the scenes that endorsements come in, yes Coke is the biggest sponsor of the games...as for the BBC not showing ads, that's awesome but its not that way in North America! Coke, Visa, Nike and P&G are all in pretty much a steady rotation every commercial break its annoying
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    Jul 30, 2012 5:35 PM GMT
    I'm not noticing advertising at all.