Coca-Cola Protests Retail Deal; Athletes Face Drug Searches in 2012

(ATR) Coca-Cola, which pays the IOC an estimated $30 million a year for exclusivity, is concerned that LOCOG is in talks with a U.K. supermarket as its official Olympic retailer for 2012. The Atlanta-based multi-national filed a complaint to Lausanne earlier this month, a senior IOC member has confirmed to ATR.

Most U.K. supermarket chains run their own brands alongside global trademarked products, such as Coke. Coca-Cola is worried that a London 2012 deal with the likes of Sainsbury’s or Marks & Spencer would damage its own marketing opportunities ahead of the Games.

It was similar concerns, as much as the economic downturn, which saw London abandon plans for a homeware sponsorship category last year.

But strong interest from the British high street for shops to become the “official Olympic retail outlet” have encouraged senior officials at LOCOG’s Canary Wharf headquarters to believe that such a deal could deliver another $30 million towards its overall $1.2 billion sponsorship target.

LOCOG has described the clash between its domestic sponsorship rights and those of the IOC’s global partners as “complex”, adding that talks are on-going with all parties.

Thomas Cook Named 2012 Tour Operator

LOCOG’s 23rd sponsorship is with tour operators Thomas Cook. The sixth tier two partner will provide short break vacations, including accommodation, transport and event tickets.

No value was put on the sponsorship during a teleconference Tuesday. It is estimated to be worth more than $30 million to LOCOG, in line with other tier two deals.

Founded in 1841, Thomas Cook organized British travelers’ visits to the first modern Olympic Games in Athens in 1896, and it now views sports travel as an important growth area.

In a generally depressed travel market, Thomas Cook’s sports division has, according to group CEO Manny Fontenla-Novoa, been doubling year-on-year profits due its status as U.K. tour operator for the 2006 and 2010 FIFA World Cups and the 2009 British and Irish Lions rugby tour to South Africa.

Fontenla-Novoa said being a partner of the 2012 Games is about more than his company’s bottom line. “This is about much, much more than making money for us. We really believe in the Olympics in London, and being involved is very important to us. You can’t put a value on that,” he said.

Although tour packages will not go on sale until 2011, when event tickets become available, Thomas Cook has started to promote its Olympic association through its 800 high street travel agencies, its range of brochures and on its fleet of nearly 100 aircraft, encouraging potential customers to register online for updates and promotional draws.

It is estimated that Thomas Cook will sell more than 250,000 ticket packages.

LOCOG chairman Sebastian Coe said: “Our ticketing strategy is based on the principles of affordability and accessibility – we want to fill our stadiums in the summer of 2012 with sports fans and make it as easy as possible for families to travel to the Games.”

London’s roster of sponsors now includes Adidas, BP, British Airways, BT, EDF and Lloyds TSB as tier one partners and five other tier two supporters – Adecco, Cadbury, Cisco, Deloitte and UPS.

Ticketing Rival Complains About Appointment

Ticketing for 2012 remains an issue with one of the rivals of Ticketmaster, the company awarded the contract by London. Ticketmaster ran the online site for the 2008 Beijing Games, and rival firm Tickets.com says that its sales operation for next year’s Vancouver Olympics has been far smoother.

It also claims that the appointment of LOCOG’s ticketing services provider was unfair because London's head of ticketing, Paul Williamson, is a former Ticketmaster executive.

“Our deal committee appointed Ticketmaster after a rigorous assessment of all the shortlisted agencies,” a 2012 spokesperson said. “We believe they offer us the best all-round service and value.”

Anti-Doping Agency Seeks Permission for Raids on Athletes

UK Anti-Doping agency (UKAD) officials want the right to enter athletes’ accommodation at the London Olympics to search for drugs and the equipment used for banned techniques such as blood boosting.

Speaking at last week’s UKAD launch, sports minister Gerry Sutcliffe confirmed that his government is seeking permission from the IOC to allow such raids. Similar tactics used at the 2006 Turin Winter Olympics led to the capture and banning of several members of the Austrian skiing team.

“We don't want to criminalize athletes, but it would be fair if it was a condition of entry,” Sutcliffe said.

UK Sport has handled anti-doping in Britain for the past 20 years, but it also distributes Lottery funding to elite athletes. UKAD – modeled on the Australian and American independent agencies – will be chaired by a former senior police officer, David Kenworthy, with the head of anti-doping at UK Sport, Andy Parkinson, as chief executive.

UKAD will have a staff of 50 and budget of around $10 million.

Briefs...

... Olympic plans for 2012 and beyond will come under public scrutiny Thursday when the London Assembly questions the Olympic Delivery Authority and LOCOG in the morning and quizzing newly appointed Olympic legacy officials in the afternoon.

...LOCOG has opened a shop in central Greenwich for local residents to examine and question plans for equestrian events in 2012.

... London Mayor Boris Johnson welcomed Rio de Janeiro Mayor Eduardo Paes at City Hall on Tuesday. Johnson congratulated Paes on winning the right to stage the 2016 Olympics. Paes and his team participated in a workshop led by Johnson’s Olympics Advisor, Neale Coleman, when the Rio delegation discussed managing the next stages of planning.

Written by Steven Downes.For general comments or questions, click here .Your best source of news about the Olympics is www.AroundTheRings.com, for subscribers only.