Subway is one of a small number of U.S. businesses that are attempting to latch on to the upcoming Olympic fever by creating advertisements that relate to but don't name the official event. As a result, the U.S. Olympic Committee (USOC) has responded by issuing a statement regarding what the group calls ambush marketing tactics in an effort to associate with the Olympic Winter Games and the U.S. Olympic Team.
In the Subway ad, Michael Phelps, one of the the chain's spokesmen and a 14-time gold medal Olympic swimmer in the recent Summer Games, breaks out of the pool and "swims" cross country, heading north toward Canada (and Vancouver), the site of next month's games. The tagline says Phelps "fuels up" with Subway's low-fat Turkey sub "so he can get to where the action is this winter."
The USOC said that as the National Olympic Committee of the United States, it is charged with protecting the Olympic marks in the United States. Throughout the world, the Olympic marks are used to generate revenue to support the Olympic Movement. In the United States, using Congress' grant of exclusive rights to Olympic marks under the Ted Stevens Olympic and Amateur Sports Act, the USOC has built strong sponsor relationships through which it generates revenue to support America's Olympic athletes. By attempting to create a false association with the Olympic Games, companies using ambush marketing harm the interest and endeavors of athletes.
From the USOC:
"It is incredibly disappointing to see American companies taking advantage of the spirit of the Olympic Winter Games for their own profit, and at the expense of America's Olympic athletes," USOC chief executive officer Scott Blackmun said. "Olympism is based upon a spirit of fair play, and ambush marketing clearly violates that spirit. The USOC extends our sincere gratitude to all our official Olympic sponsors and suppliers. In the U.S., the USOC would be unable to support America's athletes and send the best prepared U.S. Team to the Olympic Games every two years. It is the financial generosity of these companies that enable U.S. Olympians to reach for their dreams, and in turn, inspire all Americans."
Attempts to reach Subway Franchisee Advertising Fund Trust were not immediately successful.
McDonald's an official sponsor
McDonald's is the sole U.S. restaurant brand among the sponsors of the Vancouver 2010 Olympic Winter Games. McDonald's sponsorship efforts include:
- Feeding the athletes by building two new restaurants in the Olympic villages in Vancouver and Whistler to feed the more than 10,000 athletes, coaches and officials expected at the Games, and one in the Main Media Center in Vancouver for the nearly 3,000 media expected. The restaurants, open 24 hours a day, will feature McCafe beverages and snacks.
- New limited-time menu offerings at all 1,400 restaurants across Canada, including the S'mores Pie and the Creme Brulee Crunch McFlurry. Happy Meals will feature interactive toys of the 2010 Winter Games mascots.
- Chicken McNuggets promotions in countries such as Sweden, Denmark, Finland and Norway under a "Share the Gold" theme. McDonald's USA's efforts will center around a promotion for Chicken McNuggets and a new limited time sauce.
- Advertising and packaging efforts include six new television commercials aired by McDonald's Canada. In-restaurant advertising will feature McDonald's food favorites and Canadian Olympic athletes Cassie Campbell (women's ice hockey), snowboarders Brad Martin and Crispin Lispcomb, and Alexandre Bilodeau (freestyle skiing). U.S. customers will see some of their favorite winter athletes on McDonald's packaging.
