According to London news reports, regulations regarding billboard advertising around the Olympic stadium have been relaxed. This change opens up the market beyond sponsors who had first refusal on quality locations during the July and August Games.
Access to unsold sites remains strictly controlled to ensure competitors to Olympic sponsors do not get too close.
Mike Baker, chief executive of advertising trade body, the Outdoor Media Centre, says of unsold space, “You have two options: you can leave it blank which is going to look silly or you can extend it a bit to advertisers who don’t represent a threat to sponsors.”
The charge to leading Olympic sponsors is around $100 million for a package of Summer and Winter Games. The Games organizers are on constant guard against “ambush marketing”, moves by companies to associate their products with the Olympics without paying for the privilege.