During the 2012 Summer Olympics, it was reported that security at the London venues was instructed to crack down on any people who tried to attend events while wearing recognizable logos of companies that weren’t exclusive sponsors. That was a very nice way of saying that McDonald’s owned the fry monopoly and Coke wanted to kick out anyone wearing Pepsi logos, which would have sucked for me because my whole wardrobe is nothing but Mountain Dew shirts.
This was a little unfair to the average Joe, Boris or Ming cheering on their countries, because as some surveys showed, nobody knew which companies were even sponsoring the Olympics. In fact, 37% of the 1,034 people who took part in an online survey believed that Nike was a sponsor, when it fact it wasn’t – Nike does, however, sponsor Team USA and other countries so it didn’t matter – and this just basically proved what we already knew – Nike is really awesome at marketing.
