The London 2012 Olympic stadium is set to get its much-debated advertising wrapper. The original plan for the whole stadium to be shrink-rapped in an advertisement seems to have fallen by the wayside, but the organisers are still intended to press ahead with plans for strips of advertising on the stadium’s exterior.
The ad slots will probably be sold to a single company for a fee in the region of £7 million. The IOC has been watching the plans carefully amid concerns that the wrapper could breach its “clean venue” rules for advertising.
That is likely to rule out potential interest from sports betting, alcoholic drink and, we dunno, anabolic steroid companies. But given that McDonald’s and Coca-Cola are already official partners of the games – and of the IOC – it is unlikely the federation will be able to get too picky about just how ‘clean’ the advertising should be.
In fact, it is very probable that one of the existing London 2012 sponsors will step-up to take on the stadium sponsorship too.
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