London 2012 marketing chief warns IOC over sponsor rights

Greg Nugent, the former London 2012 marketing chief, has warned the International Olympic Committee that it needs to stop prioritising the rights of sponsors over host nations if it is to maintain public support for the Games in future.

London 2012 marketing chief warns IOC over sponsor rights

Writing in Campaign, Nugent, now the founder of Inc, said the root of a successful Games is "a collective sense of public ownership". But he believes that while the Brazilian government’s investment is larger than the sponsorship pot, it is unable to promote how its investment is benefitting the country because access to the Olympic brand is "restricted and over-managed". 

Nugent says this could harm the Olympic movement, especially now that some cities such as Hamburg are asking residents whether to bid for the Games: "I think a new balance needs to be struck between the brands that help promote the Games and the public’s commitment to paying for them in the first place." 

Read Nugent's full piece

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