Incredibly, those who have nothing better to do are bleating about the disappointment in the amount of commercialisation associated with the London 2012 Olympic Games.
As we stared, the whole family, and watched the Torch travelling through Stockport, we were witnessing an Event of such magnitude unlikely to ever happen in my lifetime. Yes, around me, even on that day the parading lorries from the likes of Coca Cola were subject to the odd quip about how inappropriate, but commercial marketing dictates that we need such sponsors.
Without this, these major events will be purely a drain on resources and certainly not be financially viable. I personally, like the way that Richard Pound, longtime IOC Committee Member and Author to “Inside the Olympics: A Behind-the-Scenes Look at the Politics, the Scandals and the Glory of the Games” recounts the fact that all sporting stadia have perimeter advertising, yet at the Olympics advertising in venue is non-existent and athletes are not allowed to promote any products (hence, term ambush when they do). In effect, the counter-debate is that the Olympics is the least advertising, invasive spectacle in sports!
McDonald’s came in for some early stick on the appropriateness or otherwise of its association with the Games. Yesterday’s statement by Usain Bolt after his Gold Medal in 100M made me smile, on being asked about this pre-run preparation he retorted “I had a McDonald’s for breakfast”.