It claims businesses will struggle to benefit from London 2012, as regulations reserve certain terms for sponsor use.
However, Tim Crow, chief executive of sponsorship specialist Synergy, argued the law was reasonable, especially as sponsors get no in-stadium ads. Mike Parker, director of Velocity Sports & Entertainment, said it was 'right to provide assurances to sponsors'.
A 2012 spokeswoman said the Olympics Act prevented only ambush marketing. 'We are keen to open dialogue with the CIM to discuss how we can help its members,' she added.
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