Today see's a cheeky homepage header from Google, as they celebrate the start of the 2010 Winter Olympic Games in Vancouver by creating a special Olympic homepage masthead.... incorporating the Olympic Rings and Olympic Torch.
But as far as I'm aware Google aren't an official sponsor or partner at any level (full listhere in yesterdays Vancouver Sun) and as such only Olympic partners are granted exclusive marketing rights by the IOC, which includes being allowed to communicate their association with the Olympic Movement through the use of Olympic marks and imagery.
Ambush Marketing
Only official sponsors, licensees and government partners of the Olympic Movement are allowed to suggest an affiliation with the Olympic Games. Creating an unauthorised association with the Games is known as ambush marketing.
In order to assess these unauthorised associations, VANOC and the IOC established an assessment model that considers such factors as the use of proprietary marks, messaging, the timing of the advertising or communication and the strategic placement.
First, VANOC and the IOC assess whether there has been an infringement of the brand or the creation of a misleading business association that is prohibited under applicable law. If VANOC and the IOC conclude that there has been either an infringement or the creation of a misleading business association, it will consider what appropriate action, if any, is required.
I guess Google can expect a wrist slap from the IOC or VANOC ... I wonder if Google will care? They didn't seem too bothered about Time Warner of even China.
