The International Olympic Committee (IOC) told a conference organized by the World Federation of the Sporting Goods Industry at the last Ispo fair that it is now ready with some adjustments to the contested “Rule 51” logo rules. An exhaustive new rulebook governing the use of corporate logos – specifically amended for the Vancouver Olympics – has been sent to the Canadian Olympic Committee.
According to the IOC, the biggest change is that all stakeholders will now be treated the same. Any sport organization involved in the Games is covered by the logo rules, but these will also apply to accredited media, broadcasters and technicians – in fact any off-field participant who could be caught in the limelight.
After a certain amount of confusion, it has been decided that non-athletic clothing manufacturers are allowed to sponsor national Olympic committees (NOCs) in the opening and closing ceremonies of the Games. These are largely fashion events and that is why a fashion brand such as Ralph Lauren can be seen in the arena, but Coca-Cola and Marlboro cannot.
The 20-square-centimeter rule remains in place for company logos, it was emphasized at the Ispo conference: Conspicuous advertising is not allowed. Spyder’s web is considered too conspicuous, but so is the Canadian maple leaf on the hockey federation’s jerseys. The preferred location for a logo is on the chest, on the opposite side to the Olympic symbol.
In a concession to the brands, the IOC will allow the logo to appear on the sleeve, especially when a bib is to be worn by the athlete. Only one ID can be in sight at a time, however, which is why logos on the neck of a turtleneck are not accepted. Hats may carry one logo only and preferably above the ear rather than on the top, where it is too visible.
An online submission tool should help manufacturers and national committees to prepare for the Games (www.rule51.olympic.org), where designs of the uniforms can be submitted for advance inspection, as can sketches, designs or photos of equipment. The IOC is adamant: The NOCs are responsible for this submission process, but can ask manufacturers or brands to send in the product data for review directly to the IOC.
NOCs will each be provided with an I.D. and password to log onto the site by the IOC’s relations department, but it is not compulsory for anyone to use the tool. Many countries already used it for Summer Games in Beijing, such as the U.S., France, the U.K. and Canada.
Online verification can be very useful to avoid the kind of problems encountered at the Beijing Olympics, where 74 NOCs were left sponsorless at the Rule 51 desk, with uniforms that were not compliant. The IOC called upon several local manufacturers in China at the time to help out by providing last-minute uniforms. The IOC wants to develop similar partnerships for the London Olympics in 2012, even though local manufacture is limited there.
The display of corporate advertising is a fine line for the IOC, which depends almost entirely on corporate sponsorship and the sale of broadcast rights to fund the Olympics. It is willing to take company money and allow its rings to be printed alongside corporate logos, but it will not allow those logos – or any other commercial association – to pollute the field of play. The IOC calls it a “clean venue policy.”
Some brands find that the national organizing committees have sometimes gone to extremes to enforce the logo display rules. When they were presented at the recent Ispo conference, many brands turned up to ask for exemptions. Warrior Hockey stated that it was too costly for it to produce new designs for ice hockey gloves every four years. The IOC has stipulated that using the same model several times is similar to gaining brand recognition – or marketing. Some exemptions were in fact made in Beijing, such as allowing two logos on shoes, or two logos on tennis racquets – as opposed to the stipulated “one logo” rule.
The WFSGI, which organized the meeting with IOC members, insisted that it was working closely with the committee to defend the interests of sporting brands and manufacturers. It would notably be lobbying the IOC on its Rule 51 deliberations, concerning advertising regulations during and after the Games, which are becoming increasingly stringent. The IOC will announce its Rule 51 decisions in April.
