Has anyone noticed that some of the global Olympic sponsors are not the type of companies you would associate with a global sporting event? How can for example Coca-Cola or McDonalds, which are associated with fatty fast foods, be headline sponsors to an event that promotes sport and health?
Now you are probably going to say I am rather naive and that this kind of thing has been happening for years in the world of sport. But for something as global as the Olympics I am surprised how much it repulses me. Don’t get me wrong I understand the need for private support, but the likes of Omega, Acer or GE seem to make more sense as you can associate their brand in some way to the event, or the support they may provide. I can’t believe for example that one of the legacies of the London 2012 games will be the largest McDonald’s restaurant in Europe. We have even added Cadbury, and all their chocolaty goodness, to the list of sponsors for the games.
This along with the extortionate ticket prices, with large quantities being reserved for ‘VIPs’, makes these games more about money than any time before. The Olympics bring some fantastic benefits to London and the country as a whole – I hope that these stay at the forefront of the organisers mind in the lead up to next summer rather than one of greed and a lack of integrity.