Relaxing rules that prevent London 2012 Olympic Games construction firms from advertising their association with the event will take until the end of the year, ministers said this week.
The announcement follows calls in Olympic Delivery Authority (ODA) chairman Sir John Armitt’s report London 2012 - a Global Showcase for UK plc for “urgent action” to ensure marketing restrictions imposed as a result of Games sponsorship deals are relaxed as soon as possible.
Armitt’s report says that the next 12 to 18 months are “a crucial window of opportunity” for UK businesses to capitalise on their involvement in the project.
“These companies now have a unique window of opportunity, dramatically increased by the worldwide publicity for the Games, to make the most of a chance that may never come again in most of our lifetimes,” says the report.
“They must rise to the challenge again and make the most of this moment.”
The Department for Culture, Media and Sport said that it understood and supported the reasons for the restrictions.
It said it was seeking a “workable solution”. It added that it hoped to have a workable solution in place by the end of the year.