LONDON (Reuters) - A quiet battle is the luminous shadow of the Olympic venues in London's glittering, who gets to cash in the Olympic Games in progress.
Olympic organizers have implemented strict rules to protect the trademark of the official deployed on the streets of the capital of about 250 uniformed police brand ", to ensure that companies do not incidentally the world's largest sporting event.
The rules are simple: a small band of official sponsors, such as McDonald's or Adidas allows to create an association with the Olympic Games profits.
This is not the rule itself, also angered some in London, but their strict enforcement and phrases such as "ridiculous" and "police state" - often used to joke, but with the shadow of resentment - often in the conversation crops.
"This is crazy. It just seems ... that the company is to take care of, but not the people, said:" Lewis Parrin, 22, who runs a stall selling jewelry and watches Stratford in east London Germany the main Olympic venues are located.
"It is quite frightening, really. It is like a police state."
Shows the Olympic Games mascot, when asked his temporary stall in the vicinity of another vendor, and choked on his sandwich, and delete them hastily. "I'm glad you reminded me," he said.
London buzzing found their own on the wrong side, such as the stall holders told to show the curious police of the 2012 London Olympics logo brand stories and butcher in a small town, organized yacht race had to remove the five Olympic rings logo sausage.
In walking distance of the Olympic Stadium in the Olympic Games last Friday officially opened a quiet side street, the cafe is called the Olympic letter "O" paint to comply with the rules.
Some countries have taken a more radical approach, the mockery of law and order and the brand itself a subversive movement - already high unemployment and social discontent in east London a chord theme.
Last Monday, claiming to be a guerrilla artist activist choose in east London on a busy street, put up a huge protest billboard shows the line of police lined up against the dark background of another, and inspired a generation of "slogan read.
Some passers-by stopped to look, bewildered. Olympic-style logo in the lower right corner of the billboard reads: "protesters of official 2012 London Olympics.
Olympic advertising is not moral. Said: "This should be excellent, but it is not reflected in its brand partners, activists, they asked were identified only by his nickname of one of the Delaware
Local enterprises generation (But) they can not even promote the things in the local London is how prosperity, true? It sucked out of their pride and enjoy the feeling. "
Ambush marketing
The organizers of the Olympic Games, to fight a conventional war to intercept the "ambush marketing" - try to not pay the right associated with the event.
For many companies, the stakes are high, a fine of up to 20,000 pounds (31,000 dollars).
Often seen wearing a purple Olympic uniforms, law enforcement officers on the streets, check the window display, take notes, and issued a warning.
English law has been tightened, in order to protect the Olympic sponsor controversial rules to protect their investment and reduce the amount of public funds in organizing international sports events in the audience need.
According to the British Parliament passed a special law, the competitor's brand identity is also banned from Olympic venues.
Enterprises shall use the phrases and words of the official, such as "gold" and "bronze", "silver" or even "London", and Olympics-related symbols and mascots.
The so-called restricted area around the main stadium, cafes, shops and other businesses during the Olympic Games remain under the watchful eye of the brand police to ensure that a bend and regulations.
There are rumors and even a victim of the rules of ordinary people, be required to delete the show competitors, the company's logo T-shirt. However, the organizers of the Olympic Games has played down concerns, adding that police will be within reasonable limits.
"Rule applies to sponsors as possible to any other business," said a spokesman for the Olympic Delivery Authority (ODA).
"Official development assistance to employ about 250 law enforcement professionals in a reasonable and proportionate to do ... they are not the implementation of the sponsor's marketing promotions, but to ensure compliance with laws and regulations enacted by the parliament, the rule also applies to the sponsor. "
Coca-Cola to pay $ 957 million around the world, more than four-year cycle of human rights after the game in 11 companies to sell their products.
The local organizers about 7 million pounds ($ 1.10 billion) for the London Olympic Games sponsors from an additional 41.
Although some locals retained, others are more optimistic, he said the Olympics will help some of London's most dilapidated areas - regeneration of the organized crime melting pot of a nation's troubled, remember in last year's turbulent wave.
"We must distinguish between the concept of Olympic sports events and corporate circus and it is certainly on the map of Stratford, said:" Dennis Fisher, who runs a stall selling T-shirts and stall owners' representative in Sri Lanka Tel-upon-Avon.
"We are so close to the stadium, we can not think of the Olympic brand. I can understand."



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