News
Olympic marketing ban lifted at last!
Contractors now able to market their involvement through ‘supplier recognition scheme’
A BAN on Olympic contractors promoting their involvement in the construction of the London 2012 infrastructure has been lifted, allowing companies to promote their involvement in the Olympics when bidding for work.
Companies may apply for a licence under a new ‘supplier recognition scheme’ which will allow them to use the work in international tenders, at trade shows and to enter awards ceremonies.
The ban had been slammed by Olympic contractors who had the threat of legal action over them if they broke strict marketing rules due to restrictions associated with protecting London 2012 sponsors’ investment.
The deal has been made by the Government, British Olympic Association and International Olympic Committee, and relaxing the restrictions was a key recommendation of Olympic Delivery Authority Chairman, Sir
John Armitt’s London 2012 - a global showcase for UK plc report last July.
The new deal will benefit thousands of companies across the UK, including larger contractors hoping to win work abroad. However, one Olympic contractor’s chief executive believes the move had come too late, with construction on the games stadia finished, in some cases, almost two years ago.
The Government has committed £2 million to the British Olympic Association to allow them to establish and operate the new ‘supplier recognition scheme’.
Companies were able to apply to the BOA for a free licence from January 27. The licence will give businesses exclusive access to the ODA’s library of more than 4,000 photographs from the project, enabling them to market their involvement with the successful construction of the Games.
This agreement marks the first time that, following an Olympic and Paralympic Games, companies that supplied goods and services will have the opportunity to promote their involvement to help develop new business.
The Secretary of State for Culture, Media and Sport, Maria Miller, said: “Now we have removed the barrier, companies can capitalise on the role they played at home and abroad by really selling their involvement in one of the biggest and most successful projects this country has ever put on.”
Sir John Armitt said: “Businesses in Britain can now really build on the huge amount they have already achieved. UK firms won 98 percent of more than £6 billion worth of contracts to construct venues and infrastructure for the Games, helping their finances in a difficult economic climate, and
keeping workers in jobs. This ground-breaking new scheme will let them make the most of London 2012 and their involvement.”
Among the companies to benefit is Careys, a family-owned business based in North West London, that worked on projects such as landscaping the Olympic Park and laying the tennis courts at Eton Manor.
Careys operations director Jason Carey said: “Working on the Olympics projects was a real privilege for both Careys as a company and for the individuals involved. The benefits of having worked on such an iconic project are endless, but probably the most unique and valuable practice the project engendered was collaborative working. Competitors, peers and the ODA all worked together to ensure best practice across every site, creating new benchmarks for the industry.”
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