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At the pinnacle are The Olympic Partners, or TOPs.
FORBES: Gold Medal For Brand Awareness
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The 2012 Olympic sponsors, partners and supporters collaboratively spent billions to have their brands and products linked to the London Games but non-sponsors could end up spending a pretty penny, too.
FORBES: Olympic Hurdles For Advertisers: The Games' Unique Rules And Restrictions
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To ensure that the integrity of the symbol is maintained and to maximize its effectiveness, it is vital that Marketing Partners use the Olympic rings only as directed and approved.
FORBES: Olympic Hurdles For Advertisers: The Games' Unique Rules And Restrictions
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Dow is one of the International Olympic Committee's "global partners", and not a dedicated sponsor with the London Organising Committee (Locog).
BBC: A computer generated image of how the wrap will look
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To maintain the integrity of the Olympic torch intact, marketing partners may not create torches as premiums or produce replica torches.
FORBES: Olympic Hurdles For Advertisers: The Games' Unique Rules And Restrictions
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This year the firm backed both the Olympic Games - as a member of the IOC top partners programme, and also the Paralympic Games, which it has supported since 1992.
BBC: Business
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The LOCOG sponsorship schemes are separate from the International Olympic Committee's Top Partners programme, which has 10 big name sponsors including McDonald's, Coca-Cola, and Visa.
BBC: NEWS | Business | London 2012 seeks more UK backers
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The World Anti-Doping Agency (WADA) is also invited in an advisory capacity, with the presence of key partners which will participate as observers, including the International Olympic Committee (IOC), the International Paralympic Committee (IPC), the Council of Europe (CoE), the Intergovernmental Committee for Physical Education and Sport (CIGEPS) and various intergovernmental and international sports organizations.
UNESCO: Social and Human Sciences Events | United Nations Educational, Scientific and Cultural Organization
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Olympic partners are allowed to communicate their association with the Olympics through the use of Olympic marks and imagery.
FORBES: Olympic Hurdles For Advertisers: The Games' Unique Rules And Restrictions
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Marketing Partners have the right to use the Olympic symbol (five rings) of the IOC in promotions and advertising of designated products or services.
FORBES: Olympic Hurdles For Advertisers: The Games' Unique Rules And Restrictions