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The force of Olympic branding: The growing monetary value of the Games

Published: Monday, July 6 2015 10:35 a.m. MDT

Fireworks explode over the stadium at the end of the Opening Ceremony of the 2012 Olympic Summer Games at the Olympic Stadium in London, Saturday, July 28, 2012.  ( Ezra Shaw, Pool, Associated Press) Fireworks explode over the stadium at the end of the Opening Ceremony of the 2012 Olympic Summer Games at the Olympic Stadium in London, Saturday, July 28, 2012. ( Ezra Shaw, Pool, Associated Press)

Our take: Innovative, expensive and fiercely protected designs point to the growing monetary value of the Games.

Thou shalt not steal the official London 2012 emblem.

And words like “Olympic,” “Olympian,” and “Olympiad” — well, those are off limits for commercial use too.

That is, unless your company is an official sponsor of London 2012 like Coca-Cola, Visa, and McDonald’s.

As the Olympics commence this summer, the London Organising Committee (LOCOG) is committed to making sure all non-sponsors know that any sort of attempt to profit off of their legally protected phrases and designs will not be tolerated.

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