As the London Olympics draw ever closer, brands are looking for ways to use the Olympics to sell, without actually using the Olympics to sell. So, with Draconian LOCOG restrictions in place, how can brands who are not sponsors capitalise on this year’s Games without veering into ambush marketing territory? The Drum’s Cameron Clarke investigates the legal implications of ambush marketing, and takes a look at some of the ways big names, including Nike, are getting around the official restrictions to create relevant, engaging campaigns.
Jumping through hoops: using the Olympics to sell
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