Designers can now promote London 2012 Olympic work

Design consultancies which worked on London 2012 Olympic projects will now be able to freely promote their work, after the British Olympic Association and the International Olympic Committee lifted a marketing ban on the projects.


Source: Locog/Steve Bates

Consultancies will now be able to enter Olympics projects into awards schemes, promote them at trade shows and use them on pitches and tenders for international projects. The BOA says other activities, such as showcasing projects online or sending them to potential clients, may also be allowed under the scheme.

A BOA spokesman says, ‘Companies will be able to promote their work for the purpose of business development. The terms [of this scheme] are purposefully broad and we will have a team that looks at cases as they come in.’

Previously only 2012 Olympic sponsors had been able to promote their work. This included McCann Worldgroup, owner of FutureBrand, which worked on Olympics branding projects.

However, the sponsors’ exclusive rights expired on 31 December 2012, which means other suppliers across all sectors are now able to promote their work.

Consultancies can supply for a free licence from the BOA as part of the new Supplier Recognition Scheme, which runs until the end of 2015.

The BOA says licences will be awarded on a ‘case-by-case’ basis. Suppliers in categories covered by the top Olympic sponsors – Coca Cola, Atos, Dow, GE, McDonalds, Omega, Panasonic, P&G, Samsung and Visa – will still face a marketing ban on their work, to protect these key sponsors.

The ban has been lifted following a campaign, particularly in the architecture and engineering sectors, to allow companies to promote their Olympic work. The repeal has been met with qualified enthusiasm from the campaigners.

Peter Murray, chairman of Wordsearch, who led the campaign, says, ‘I still don’t understand why they can’t just say “lift the ban” – it is rather concerning that they’re treating everything on a case-by-case basis. I also don’t understand why this couldn’t have happened six months ago.’

Maria Miller, Secretary of State for Culture, Media and Sport, says, ‘By lifting these restrictions we will be able to maximise the economic benefits from the Games.

‘Now we have removed the barrier, companies can capitalise on the role they played at home and abroad by really selling their involvement in one of the biggest and most successful projects this company has ever worked on.’

John Mathers, chief executive of the Design Council, which is planning an exhibition showcasing 2012 Olympic and Paralympic designs, says, ‘We’re delighted that our talented designers and architects will soon be in a position to tell the world about their involvement in making London 2012 such a successful Games.

‘We encourage all designers and architects to apply for this licence so that they can capitalise on the international interest in UK design following London 2012.’

For more information and to apply for a supplier recognition licence, visit

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  • Rebecca Battman November 30, -0001 at 12:00 am

    This is fantastic news for all those who have worked on the Olympic Games in London 2012 and have been unable to promote their involvement until now.

    I am delighted that BOA has created the Supplier Recognition Scheme and we shall be first in the queue to apply.

    My own small agency was behind the campaign for OUR GREATEST TEAM for Team GB and ParalympicsGB. We worked hand in hand with the in-house team at the BOA for over 2 years on the strategy, core creative concept and a host of implementation projects.

    I’ve been dying to tell the world about what we did; not to blow our own creative trumpets but to show that the business benefit from London 2012 was not only felt by big London agencies. I lead a small team of only 5 and am based in Leamington Spa. Surely that’s a positive story that needs to be told? Now it appears I might finally be able to tell it!

    Rebecca Battman

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