crackdown on product placement

The Olympics games committee is fighting hard to keep the Olympics from being crowded with advertisments. One of the most prominent and effective forms of product placement is to have athletes wear your brand. However, it won't be Olympic athletes. New rules are seriously limiting the advertising messages that Olympic viewers are exposed to. Non-sponsor logos are not allowed at all, and sponsor logos are only allowed in certain places. Athletes clothing can only have one small tradement displayed per garment. Any other logos must be taped or patched over. Michaela Dorfmeister (left) had to cover the "Spyder" logo on her ski helmet.

While the games depend heavily on corporate sponsorship for financial backing, officials are concerned with maintianing and protecting the image and value of the Olympics. They don't want the games to become as cluttered as other sports such as NASCAR.

While it is important for the Olympics to have an image of quality, I don't feel that covering atheletes helmets and jerseys with tape is the way to do it. Advertising and commericials are expected when viewing television today. A jersey with a logo on it does not make me view the Olympics with any less respect and awe. While I understand that they are trying to prevent advertising and product placement from becoming obnoxious, I think they've taken it a little too far.

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