Monday, July 23, 2012

Pepsi or Coke? Olympic brand rules sow confusion

July 20, 2012 | by Jill Lawless

LONDON — Not just a sporting event, the Olympics present a fashion dilemma. That Pepsi T-shirt and Nike sneakers may seem perfect for a trip to Olympic Park – but will they fall foul of the brand police?

Olympic organizers scrambled Friday to clarify their restrictions on branding, after the head of the London games suggested a shirt bearing the logo of Pepsi – rival to Olympic sponsor Coca-Cola – would probably be banned from Olympic venues.

"No, you probably wouldn't be walking in with a Pepsi T-shirt because Coca-Cola are our sponsors and they have put millions of pounds (dollars) into this project but also millions of pounds (dollars) into grass roots sport," games chief Sebastian Coe told BBC radio. "It is important to protect those sponsors."

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