One in the eye: Linford Christie wore Puma contact lenses at the Atlanta Games
The Government has expanded its advertising and trading regulations during the London 2012 Olympic Games to specifically outlaw spectators from displaying any form of advertising on the human body.
The law is to prevent advertising stunts such as when Linford Christie wore contact lenses of shoe brand Puma in competition with the Olympic sponsor Reebok at the Atlanta Games, or the spectator who invaded the diving venue in Athens with a company name penned across his chest.
In a tightening of the already detailed rules designed to prevent ambush marketing during the Games, the Government said yesterday: “We will make additional changes to prohibit advertising on the human body.” Anybody who breaks the rule could face a fine of £20,000.
The Government has a raft of restrictions for individuals and groups concerning advertising and trading in and around Olympic venues and some public places like the "live sites" where big screens will broadcast Olympic competition.
Advertising industry bodies had argued to the Government that the regulations should specifically ban tattooing the body with permanent or temporary ink to help protect Olympic sponsors.
More than 40 official sponsors have paid more than £700 million to the London Organising Committee of the Olympic Games (Locog) to help with their £2.15 billion operating budget.
Other small changes that will be made include allowing the deliveries of essential non-perishable goods like petrol as well as perishable goods during work hours. Cafes and restaurants that have outside spaces with tables and chairs will now require additional authorisation by the Olympic Delivery Authority.
The Government said: “During Games time there will be considerably more footfall and we want to provide clear routes to venues.”
*******
Katherine Endacott, who won a Commonwealth Games 100m silver medal and a 4x100m gold in Delhi, has converted her strong acceleration and speed to become a bobsleigh brakewoman in an attempt to make the TeamGB squad for the Sochi Winter Olympics.
Endacott, along with other members of the squad, has been training at the Michael Johnson centre with the Dallas Cowboys NFL team and Jeremy Wariner and will continue to use those American facilities as a summer base.
Performance Director Gary Anderson said the 12 days spent at the centre were inspiring, especially as it was during the time of the NFL lock-out and players used their own money to pay to train there.
*****
The glitzy British Olympic Ball last Friday night raised nearly £750,000 – enough to support over 30 Team GB athletes in their London Olympic Games quest.
While comedians Miranda Hart and Stephen Fry had to think quickly on their feet for the first ten minutes because of teleprompter failure, the highlight for the 2,100 strong guest list – including winners of 83 Olympic gold medals – was an energetic Sir Tom Jones and his enthusiastic backing band performing well into the early hours.
At one point, Sir Tom raised the golden Olympic torch saying how excited he was about the Games and exhorted: “We better win this bloody thing this summer.” One person paid £80,000 for hospitality packages for four people to the opening ceremony, the men’s 100m finals, the women’s gymnastic finals, a tour of the athletes’ village and adidas TeamGB kit.
***
Olympic organisers are sensitive to the security concerns of their multi-million pound Technology Operations Centre, which is mission control for the timing, results and technology systems during the Games.
At the launch this week, Locog chief information officer Gerry Pennell asked journalists not to reveal the TOC's location. Nor would he reveal where the back up system is housed in case of any ongoing security issues.
Around 450 technology specialists will man the centre, although there will be a total of 5,000 experts including staff from sponsors Atos, BT, Cisco, Acer and Samsung on hand to ensure that the technology remains glitch-free.
Ironically, the timing of the launch coincided with the beginning of Blackberry's technical woes – a timely reminder of the communications issues London faces during Games time.
Mobile phone operators across the UK have formed a consortium and are working on ensuring Wifi in London is as robust as can be.
"We have worked closely with BT and the mobile operators to make sure there is enough infrastructure to provide a good level of service during the Games," Pennell said of mobile phone coverage.
"But there will always be moments when the demand is so huge in sporting events that not everybody can get access."
No comments:
Post a Comment