Updated 17.20
OLYMPIC ORGANISERS HAVE backed down from a row with Paddy Power over the firm’s latest advertising campaign.
The Irish bookmaker this afternoon confirmed that the London Organising Committee of the Olympic and Paralympic Games (LOCOG) had a “change of heart” after originally seeking to remove ads it felt breached the Games’ stringent brand protection laws.
“In what must be deemed a gold medal winning U-turn, London 2012 organisers, LOCOG, have reversed their position from yesterday which demanded the removal of Paddy Power’s latest advertising campaign from poster sites around the Olympic city,” a statement read.
“Coincidentally today’s change of heart by LOCOG, which was communicated by their law firm, Freshfields, was taken just moments before Paddy Power’s law firm, Charles Russell, were set to enter the High Court in London seeking a court order against the Olympic organisers.”
It continued: “Paddy Power have confirmed that they will be seeking to recoup their legal costs from LOCOG and if successful will donate the full amount to grassroots sports initiatives across the UK.”
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Earlier…
PADDY POWER IS set for a court battle to protect its latest advertising campaign which has ruffled the feathers of Olympic organisers.
The Irish bookmaker has instructed its lawyers to seek a high court order to prevent LOCOG from having its billboard ads removed.
The ads declare Paddy Power to be the “official sponsor of the largest athletics event in London this year”, a clever reference to a competition they have organised in a small French town which shares its name with the English capital.
The “International Athletics Event” — which begins at 2.30pm on 1 August with an egg and spoon race — will be staged in the town which is “located in Burgundy, half-way between the mustard-makers of Dijon and the Lyonnaisse sauce-makers of Lyon.”
“Something exciting happened there once,” a Paddy Power blogpost explains, “but it was so long ago, no-one can really remember what it was.”
The International Olympic Committee (IOC) and LOCOG are notoriously vigilant when it comes to the protection of the Olympic brand, restricting its use to the Games’ official sponsors and clamping down on ambush marketing.
But Paddy Power argue that the campaign does not breach LOCOG legislation.
“We pride ourselves on listening to our customers and what we’ve heard loud and clear is that LOCOG have got their priorities upside-down,” a spokesperson said.
“It’s a pity they didn’t put the same energy into the ticketing and security arrangements for the Games that they put into protecting their sponsorship revenue streams. We’re taking this fight to the High Court in the interest of our customers and of common sense.”
At Euro 2012, Paddy Power fell foul of similarly stringent UEFA rules when Nicklas Bendtner celebrated a goal by lifting his shirt to reveal a pair of the bookmaker’s branded boxers. The Danish striker was fined €100,000 and given a one-match ban.
Loads of free advertising. Hats off to paddy power. Ingenious!
I wonder what the villagers of this tiny hamlet must be thinking ! Lol
LOCOG are a complete farce. Other banned words in their book include ‘gold’, and ‘summer’. Paddy Power are carefully picking what they know public opinion would be with them on…the majority of sane people would agree that LOCOG’s advertising demands are ridiculous and back them on it. Fair play to them, free publicity for them too!
@paddy power Is there any betting on the egg and spoon race yet?
Absolutely brilliant! Very clever Paddy Power. The corporate greed in the london olympics is rampent, and London officials are imposing very draconian mesures on Londoners themselves and Regular Olympic goers its nice to see a very clever way to say “shove it!”
Fantastic advertising campaign. I applaud you Paddy Power. Whats the big deal inallinanyways? Michael O’Leary is constantly at this kind of carry on and no-one blinks an eye anymore!
What odds on them winning the case?
Doesn’t matter. They’ve already won with the free worldwide advertising they’ve gotten from the media over this story.
Let’s hope this doesn’t affect the BBC/RTE and Sky Sports coverage of the Paddy Power games!
if I dont get to see that egg and spoon race ill be very upset
Great marketing
Very innovative. Just as good as the large “Paddy Power” sign that the put up on a hill overlooking the golf event.
Straight out of the Michael O’Leary playbook without the mad grins!
Nice one PP, I can still remember srrving in Dublin and seeing, “Paddy Power welcomes you to Ireland (Unless your name is Terry Henry!)”
Aha!
Why can’t I stop laughing at this?
Fair play PP.
Haha I love it
Winner alright, winner alright.
I love how the statement uses the words “gold”, “medal”, “London”, “2012″ & “Olympic”.. all words that are not allowed to be used in advertising. The statement is nearly better than the original advert.
time for denny to cash in http://ballymoreshoponline.stormwebhost.com/prodimages/Denny%20-%20Gold%20Medal%20-%20Jumbo%20Pork%20Sausages%20454g.JPG
Not so thick now are we Daley Thompson?!
Example of excellent advertising! Well done! Some bright sparks at Paddy Power!
Oh and the Olympic dudes, stop bullying everyone – not cool.
Deadly! Even by PP standards this is great.
Love the ad but the French version is riddled with mistakes. Seriously there’s no excuse especially if you’re paying that much cash to lawyers. Next time, call me i’ll do it for a reasonable fee :)
Really? I thought it was pretty croissant. Totally on the Monet.
Great job by the marketing and PR guys at PP. Other companies should take note of their strategies, very clever.
Just Genius!
Very ingenious staff working in the advertising section if PP!! Think they deserve a big bonus for this
Great marketing campaign as I said above, however disappointed to see that Paddy will not be putting the money retrieved from legal costs into grassroot sports in their HOME country of Ireland, which is VERY much needed?