Brand policing around major events should not be ‘draconian’ argues former London Olympics manager
(l-r) Jack Lamacraft, Nick Hockley, Mark Cameron
A former senior commercial manager for the London 2012 Olympics has said sporting events should avoid “draconian” responses to ambush marketing, as Australia prepares to host two major international sporting events next year.
Nick Hockley, who was head of commercial negotiations for the London Olympics and is now working as the general manager, commercial, for the 2015 Cricket World Cup being held in Australia and New Zealand in February and March, said the organisation would be looking for a “proportionate” approach to deal with brands trying to jump on the good will generated by the event.
The build up to London 2012 was punctuated with stories such as a butcher’s shop being forced to remove a sign featuring five rings of sausages in the shape of the Olympic logo, and even a small greasy-spoon Cafe Olympic in East London being told to change its name.
