The other day I was catching up on the June 4th issue of AdAge, and I nearly spilled my tea all over my keyboard after reading an article regarding the upcoming Olympic Games. Now, I may be a little late in the game (pun 100% intended) here, and I know that sponsors pay a lot of money to be able to leverage the Olympics for their brand, so I understand restrictions on using the word “Olympics” in non-sponsor marketing– even the word “games” I understand – since there are big corporation who intentionally try to create the false impression that they sponsor the games. But the “clampdown on ‘association,’” as AdAge puts it, also restricts the use of the words “two thousand and twelve,” “2012” and “twentytwelve” to sponsors only. And “unless you are prepared to face criminal charges, it’s best to avoid using the words ‘medal,’ ‘gold,’ ‘silver’ and ‘bronze.’”
What if a small company like ours merely wants to show its support of the O*****c G***s, but it can’t afford a sponsorship? I guess we’ll have to do so with this image instead.