USOC attacks ‘ambush marketing’ as next month’s Vancouver Olympics approach

USOC attacks ‘ambush marketing’ as Olympics near

COLORADO SPRINGS, Colo. — The U.S. Olympic Committee attacked non-official advertising tied to next month’s Vancouver Olympics, claiming it damages the companies that struck official deals.

The statement did not identify any companies but an Olympic official, speaking to The Associated Press on condition of anonymity, said it was a response to ads by the Subway restaurant chain featuring Michael Phelps and ads by Verizon Communications, Inc.

The official, who spoke on condition of anonymity because these details weren’t in the release, said the statement also was aimed at heading off additional companies lacking official Olympic deals from airing Olympic-themed ads.

“Olympism is based upon a spirit of fair play, and ambush marketing clearly violates that spirit,” new USOC chief executive officer Scott Blackmun said.

Mack Bridenbaker of Subway Franchise Advertising Fund Trust and Verizon spokesman Eric Rabe did not return telephone messages.

“Ultimately, companies which try to create the false impression that they are an official partner of the Olympic Games, or create a false association with the Olympic Games, are cheating Olympic athletes,” said Gerhard Heiberg, an IOC executive board member who chairs its marketing Commission. “It is important that the public is made aware of these organizations and how they are depriving the Olympic Games and sport development around the world of essential support.”