This website uses cookies to improve your experience. Continue if you are OK with this or read more in our privacy policy. 

Locog wins gold at The Games


Locog wins gold at The Games

From the vibrant opening ceremony to the magical Usain Bolt, London 2012 was a huge success. For brands that had pumped millions into the event, victory came in a different form: there was next to no ambush marketing.

In the build-up to London 2012, the London Organising Committee of the Olympic Games (Locog) was undoubtedly anxious. Ambush marketing has a long and rich history in sport, stretching back at least to the Los Angeles Olympics in 1984. Then, when unofficial partner Kodak sponsored the television broadcasts and the US track team, many viewers wrongly believed the company was an official sponsor.

Showpiece events such as the FIFA World Cup and the Olympic Games are hugely expensive to put on. Organisers require rich brands to pump vast quantities of money into the events in return for exclusive advertising around them. Around £1.4 billion ($2.2 billion) of London 2012’s £11.4 billion ($18 billion) budget came from private sponsors.

For the ambushers, however, one moment of genius or one slip-up from the organisers can result in huge free exposure as the whole world watches on.

Start a subscription to WIPR for £455.

In-house feature articles, the archive and expert comment require a paid subscription. Subscribe now.

Want to give it a try? We are offering a two week free trial to the WIPR website – register and select “Free Trial” to begin access to the full WIPR archive and read the latest news, features and expert comment. Begin your free trial here.

If you have already subscribed please login.

If you have any technical issues please email jlynn@newtonmedia.co.uk.

Olympic Games, ambush marketing, London 2012, LOCOG

More on this story

Ready, set, attack!