Sponsors of the London 2012 Olympic and Paralympic Games provide a vital source of funding, without which the UK would not be able to host the Games. Sponsors have exclusive rights to associate their brands with the Games and the regulations prevent ’ambush marketing‘ by non-sponsor corporations and unauthorised trading near the Games venues. This helps to protect sponsors’ investment, and ensure a welcoming environment for spectators.
The Regulations also prevent unauthorised trading near the Games venues. The control measures not only help protect the investment of sponsors, but are also designed to ensure a welcoming environment for spectators, and to ensure the safety and security of the public visiting the venues.
You can find out more about Games sponsors and learn about other ways in which LOCOG protect the London 2012 brand and their sponsors’ rights.