Olympic advertising rules protect sponsors but hold back small businesses
Sponsorship now plays a massive role in sport but no more so than in this year’s Olympic Games. A few years ago, the UK government passed a law called the London Olympic Games and Paralympic Games Act 2006 (LOGPG). Since then, tough advertising rules have also been included in the act with the aim of protecting the right of brands and businesses to an association with the games. It’s a right that official sponsors – such as McDonalds and Coca-Cola – have paid millions of pounds for.
The strict set of guidelines creates an air of uncertainty for many small businesses that want to enhance their business opportunities before and during the big event this summer.