The London 2012 Olympics have been used as a feather in the government’s cap ever since the city won the bid back in 2005. Promises of a “British Olympics” and huge benefits to be reaped by the United Kingdom as a whole have been the standard replies of politicians in response to any criticisms or concerns about the rising cost of playing host to the international community at large. However, will the British people, and economy, really benefit as much as the government insists?
This week, it was announced that, due to strict sponsorship rules, British brands will lose out in beer sales during the Olympics. In fact, the sole brewer allowed to display a brand name in any participating commercial properties will be Heineken – a Dutch brewer. As a tier three sponsor, the brewery is rumoured to have paid around £10 million to obtain “sole pouring rights” for the duration of the summer games.
This means that, although British brewers such as Marston’s and Bulmer’s can still sell produce in the Olympic commercial properties, they cannot be sold under their brand names. For example, John Smith’s will be branded as “British Bitter”, and Strongbow will be known as simply “Cider” in any commercial property associated with the Olympic Games between 27 July and 12 August.
Chief executive of the Campaign for Real Ale, Mike Benner, believes this is yet another missed opportunity to demonstrate an aspect of British culture to the international community this summer.
In the Publican’s Morning Advertiser, he said “As a grand spectacle showcasing everything that is great about Great Britain, it is hugely disappointing that attendees inside Olympic venues won’t have access to a range of British real ale.
“Such a move represents a major missed opportunity to show off one of Britain’s historic industries.”
This is the most recent move which has dismayed British public and businesses alike, as it seems the “best of British” claimed to be on display on an international platform is now being outsourced to the highest bidder. Other examples include transportation and merchandise.
BMW, a German company that has been named as the main automotive sponsor of the Games, has revealed that it will be providing 4,000 cars, motorcycles and bicycles to transport athletes, ambassadors and VIPs between Olympic commercial properties in London for the two week period. Meanwhile, China was chosen to produce the majority of merchandise and souvenirs which will be on sale in participating commercial properties.
Do you think Britain is wasting an opportunity to display our manufacturing heritage and successful companies by outsourcing aspects of the London Olympics to foreign countries? Or do you believe that companies from abroad will bring more diversity to the Games?
