Team Canada – No Go on Logo
A recent story reports that Team Canada may not be able to use the iconic Maple Leaf logo of Hockey Canada on its uniforms for the 2010 Vancouver Olympics.
Apparently, International Olympic Committee (IOC) regulations prohibit sports associations from displaying their logos on uniforms used at the Olympics. In the past, the Canadian Olympic Committee (COC) had signed an exemption from Games uniforms regulations and such exemption had allowed Hockey Canada to use its logo on its Olympic uniforms. At the Beijing Games, however, the IOC enforced the Games uniform regulations with the uniforms of Brazilian and Argentine soccer teams. In light of this increased enforcement, the Canadian Olympic Committee is apparently not going to request an exemption for Hockey Canada for the Vancouver 2010 Games.
Of course, significant revenues are generated from jersey and other merchandise sales and changes in design – in terms of re-design, marketing and building up the goodwill – will likely have a negative financial impact on Hockey Canada and its work as the governing body for amateur hockey in Canada.
This matter appears not to be finalized as the IOC has not yet provided the COC with its final rules for the 2010 Games. What isn’t clear is the rationale for the rule in question. Likely it relates to the IOC’s ongoing job of preventing sponsorship of the Games by any entities other than the official sponsors.
This entry was posted by Karen Monteith on Monday, November 3rd, 2008 at 3:28 pm and is filed under Branding, Famous Marks. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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