The Power of Sponsorship

The London 2012 Olympics is days away!

We are looking at how Adidas has manipulated the Games to their advantage.

Currently when on the podium athletes have to wear their nations kit regardless of any other sponsorship deals. This has been the case for many years, until Nike decided it wasn’t for them. After a long and arduous battle Adidas yielded and agreed to let participants on the podium to wear sponsors shoes.

Visitor clothing rules, yes you did read that Adidas have enforced visitor clothing rules. Ridiculous yes, but  If you happen to be one of the lucky few heading to experience the Games first-hand, then don’t forget to leave your witty printed T-shirts, reading material, and competitor gear at home because all of that can get you turned away from the Olympic Games. Two of those three I can just about understand if I tilt my head to one side and put my corporate glasses on. The one thing I cannot understand is the outlawing of printed matter bearing “religious, political, or offensive content". If anything you’re reading contains even the hint of those contents the minimum you can expect is for that item to find its way to a confiscation room. I genuinely have no idea why this is being enforced, I am yet to meet a total stranger who kindly passed me a book to read, let alone pass me a book to read that was highly offensive.

The above two regulations are absurd, if this is the precedent for regulation at this Olympics what does the future old. At the Rio Olympics are well all going to need a bullet proof vest?