The Metropolis

The confusing world of Olympic brand partnerships

Mike Pollitt | Tuesday 15 May, 2012 08:16

There’s something deeply amusing about the Soviet-style, monolithic imagery employed to promote Sir Steve Redgrave as the rather puffy face of these BP Olympic medallions. Forget for a moment that it’s the blameless Redgrave, and it’s imagery entirely in keeping with the authoritarian, banny state feel of the whole Games.

Two years on from the Deepwater Horizon oil spill which is still affecting the US coastline, BP is benefitting from the fuzzy warm glow that only a multi-million pound sporting event tie-in can provide.

On the other hand, the medallions possess a nostalgic charm, will be sold in petrol stations to 10-year-old boys whose hope-filled hearts are untainted by cynicism and doubt, and all profits will go towards supporting British Olympic and Paralympic athletes.

It’s going to be a challenging Olympics for the agonised, sceptical observer.

Full disclosure: I went to this Olympic fund raiser/gala at the invitation of the PR company promoting these medallions. In an auction to raise money for the athletes, people were bidding £1000+ for a week’s work experience at the BOA. It was weird.

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