As the 2010 Vancouver Winter Olympics get under way we are reminded that rarely is such a platform provided that can attract a truly global audience. After taking in the opening ceremonies we were reminded that this stage is not only exclusive to the determination, skill and grace of the world’s finest athletes but to the marketing powerhouses as well.
One of the biggest controversies thus far has been the outfits worn by team USA during the opening ceremonies. With signature Ralph Lauren crests their commercial branding stood out as much as the traditional red, white and blue. National logos have long been worn as badges of honour during international competition. They are meant to symbolize the essence of what makes their country great while summoning strength and perseverance from the athlete wearing it. What kind of role does that leave for corporate branding? Is there room for product placement? When a company is promoted over a country one can’t help but wonder if the athlete is competing for honour or endorsements.
It could be argued that the truly patriotic thing to do would be to support the nation’s athletes from behind the scenes. Wouldn’t the ultimate act of selflessness be to provide their gear without broadcasting to the world that they were doing it. Sure there would be production costs and man hours lost but at the very least financially there would be a tax break in it for them. The spirit of the Olympics has always been about amateur competition and by being backed with corporate funding it throws our whole definition of amateur into turmoil.
Not without fault, the Canadians carried the branding of The Hudson’s Bay Company. The Hudson’s Bay Company (HBC) has shown a great deal of support for team Canada through fashion shows launching their line of Olympic apparel as well as a superstore showcasing all of their latest merchandise. HBC’s Olympic line up is used to promote and raise funds for Canadian athletes as they struggle to support themselves while trying to meet the high demands of international competition. One of the top selling items has been the Canadian mittens with the maple leaf on the palm which turned the opening ceremonies crowd into a frantic sea of red as they cheered on the Canadian athletes.
In the end it seems that we must find a compromise as it becomes a glass is half full or half empty debate. With their five am wake up calls and seven day a week training regiments the demands placed on today’s athletes are higher than ever before. We showcase our national pride with our support for the athletes whether it’s by donating the proceeds of an Olympic themed purchase to charity or by standing in the bleachers singing along to O’Canada. Corporate powerhouses can lend more financial support to push these athletes towards the top and every time they do they blur the line between national pride and self interest.
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