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Competitor Monitoring: ‘Brand Police’ To Protect Sponsors’ Exclusivity Rights To Olympic Games

July 14, 2012
Written By

Almost 300 ‘brand police’ have been hired by the Olympic Delivery Authority to protect sponsors’ exclusivity rights to the Olympic Games this summer.
Hundreds of people are working hard to crack down on marketing stunts by non-sponsors near the UK’s Olympic Games sites, including London, Manchester and Cardiff. 

Sponsors such as Cadbury, Coca-Cola and Samsung have invested in the Olympic Games, which has raised almost £700 million in sponsorship. The enforcement officers have also been tasked with checking establishments on the Olympic Park for marketing irregularities. Trained in advertising and trading laws, the branding police have the authority to tape over brand logos if any company be found to be in breach of the regulations.

The group will also be on the alert for the use of banned words such as London, gold and sponsors. The project is believed to be the biggest brand protection operation in the UK. Businesses found to be in breach of the rules could be taken to court with punishments, including fines of up to £20,000. Non-sponsors are facing a blackout for the use of athletes in their promotions during the games period; athletes will be unable to tweet about their inpidual sponsors. The games period will run from July 18 to August 15.

© Profitero 2012

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About Profitero

Pricing intelligence company Profitero provides retailers with actionable price intelligence data, monitoring over 50 million products across 4,000 eCommerce retailers every day, observing pricing, promotions and stock availability. We work with the world’s leading retailers, enabling them to acquire new customers and grow profit margins by monitoring and responding to changes in competitor pricing and promotional activity as they happen. For more information on Profitero price intelligence and competitor monitoring, visit or email

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