These guidelines apply to all authorised users, each of whom must comply with the terms and conditions of the written agreements that grant them permission to use the mascot or related marks and other applicable graphics standards documents (which contain different standards and requirements). The purpose of these guidelines is to preserve and enhance the value of the mascots for the benefit of all top worldwide partners, tier 1 official partners, tier 2 official supporters, tier 3 official suppliers and providers. It reached a climax with the Olympic Games Opening Ceremony on 27 July 2012, starting a 60-day festival of sport and culture across the UK, as the Olympic and Paralympic spirit crossed the world once again.

The focus will be on the contrasting tensions between world-wide and domestic sponsorship for the Olympics. The London 2012 Games included a four-year Cultural Olympiad. These guidelines issued by the London Organising Committee of the Olympic Games and Paralympic Games Ltd (‘LOCOG’) provide standards, requirements and guidance for use of the London 2012 Olympic Games mascot and the London 2012 Paralympic Games mascot. The aim of this article is to discuss the commercial relationships between Olympic sponsors, the IOC and the bodies responsible for delivering London 2012 Olympic Games and to highlight any ethical implications emerging. Mascot guidelines for commercial partners : London 2012 Olympic and Paralympic Games / London Organising Committee of the Olympic Games and Paralympic Games

London olympic games commercial