7 Ways the International Olympic Committee Saps the Fun Out of the Olympics
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The Olympics have been a lot of fun this year, what with underdog Gabby Douglas taking home the all-around gymnastics gold, the Phelps-Lochte rivalry, Rafalca Romney competing in dressage, all the great firsts for women athletes, and those wacky/wonderful opening ceremonies. But as in years past, one aspect of the games has been something of a wet blanket: the International Olympics Committee.
The IOC has plenty of necessary functions, to be sure: ensuring fair play, monitoring for discrimination and doping, and protecting athletes from “political or commercial abuse,” for instance. The group keeps order in an event that involves thousands of individual games, meets, and matches, with many thousands of people involved -- athletes, coaches, and attendees. So good on them for that.
That said, the IOC’s rules are famously stringent. In one recent incident, the group pulled a pro-Obama super PAC ad because it contained a few seconds of Olympics footage from 2002. Political abuse? Ok, sure. But what about when the group goes after independent shop owners for displaying the Olympic rings? Or when athletes have to tape over parts of their clothing that feature logos of non-Olympic sponsors?
Indeed, the IOC’s branding guidelines are widely considered to be over the top; at some point they start interfering with spectators’ and athletes’ enjoyment of the games. The IOC argues that it must maintain good relationships with its sponsors, which make the games financially possible, by strictly forbidding any non-sponsoring brands to be featured in any way throughout the games. "It's not just a glib marketing statement to say no sponsors, no games," former IOC marketing director Michael Payne told the AP. "It's the fact." This year sponsors have reportedly poured some $4 billion into the Olympics. Many of those sponsors reportedly demand exclusivity. But do you think the sponsors really meant for employees to cover up the Apple logos on their laptops?
Then there’s the IOC’s rabid protection of its own brand, the Olympic rings. "The rules were intended to stop the big brands from getting a free ride on the Olympic good will," said Payne, again to the AP. "They were never designed nor intended to suffocate the genuine local community spirit -- the florist putting up a bouquet of flowers, or the butcher doing a sign with olympic rings."
And yet, that is exactly how the rules are being used. The IOC currently has some 300 people on staff whose only job is to go around the UK making sure no one violates its branding policies. Way to go on job creation, though.
Here are some of the IOC’s more ridiculous demands.
1. Hope you like McDonald’s.
Want to eat some fries while at the Olympics? Then I hope you like McDonald’s, because Micky D’s has an exclusive fry contract for this year’s games, and no one else is allowed to serve them, with the exception of oh-so-British fish and chip joints (and even they apparently had to push pretty hard for that exception).
2. “Pimms” becomes a dirty word.
Pimms is a quintessentially British beverage that’s traditionally served with fruit. But the IOC has forbidden all dining establishments at the Olympics from including the name of the drink in its menus, all because Pimms didn’t pony up any money for the games. Instead, if you want a Pimms at the games, look for the “No. 1 Cup” on the menu.
3. Don’t you dare make Olympic rings out of food.
In 2007, the IOC went after a small butcher shop in Dorset for hanging sausages in the shape of Olympic rings in its window. The same thing happened last year at a cake baking contest in Shropshire, where contestants were barred from putting marzipan Olympic rings on their creations.