The news that LOCOG is closing in on its £700m sponsorship target for the Olympics is no doubt a relief for organisers, but marketers would be wrong to think the London 2012 door is now closed to their brands. In fact, the opportunities are still plentiful, although the clock is ticking.
LOCOG does not hold the copyright either for sport or all things 2012, no matter how strict the regulations, so brands should not be deterred from creating momentous campaigns that tap into the celebratory mood.
Next year's 'unique cultural happening' is not confined to the Olympics, according to Phil Bourne, chief executive of integrated agency Arnold KLP. The year itself 'is even bigger than the world's biggest sporting event', he says, due to events including the Queen's diamond jubilee, which, he believes, will bring a fresh sense of optimism (see box, opposite page).
From targeting a potentially neglected female market to ensuring that their social media voice cuts through the Olympic chatter, consumer brands can still have a slice of the Olympic buzz.
Even Olympic-centred opportunities spread beyond LOCOG, with Team GB and athletes all striking official sponsorship deals. Also each participating country has its own sponsors or partners; associated brands can create events to celebrate the successes of individuals or countries (see box, below).
'There is nothing to prevent a brand undertaking activity that does not explicitly claim an association with the event,' says Li Li Leung, managing director at sports agency Helios Partners.
'It's possible to get into the "thematic space" without crossing the line,' echoes Tim Crow, chief executive of sport sponsorship agency Synergy. 'What Nestle is doing with diver Tom Daley and its "Get set go free" campaign (despite not being an official 2012 sponsor) is a great example.'
Moreover, beyond sponsors in tiers one and two, there are still options for brands to get on board through official routes. 'Brands in a niche industry could still negotiate a good partnership with LOCOG,' says Robin Fenwick, managing director of sports marketing firm Right Formula. He suggests that brands should try to thrash out cut-price deals, reflecting the 'shorter period of benefit'.
Fenwick also suggests airspace as an area LOCOG cannot control effectively. 'A brand could liaise with a private residence and fly a branded balloon above areas of high footfall.'
LOCOG continues to be in negotiations to find a sponsor for the Olympic stadium wrap, one of the last high-profile opportunities for a sponsor. Other official options include associations with specific sports.
'There are many national governing bodies still looking for sponsorship, such as British Gymnastics and British Boxing,' says Angus McGougan, business director at Fast Track. 'This is a platform to associate yourself with one of Britain's high-profile sports.'
While non-sponsors will have to think carefully, and perhaps laterally, about their marketing next year, the opportunity for brands to align themselves with the celebrations is huge.
THE ANTI-COMPETITIVE OLYMPICS
Marketers could be criminalised for standard business practice and falling foul of London 2012 legislation, warns The Chartered Institute of Marketing (CIM).
In its paper, 'Ambush Marketing and the Law', the body considers how companies can gain reflective economic benefit from the event without flouting the rules.
Beyond ambush marketing, CIM chief executive Roderick Wilkes says the non-sponsors' rights are a grey area. 'Businesses could miss (out) unless a rational balance is struck between sponsors and non-sponsors,' he adds.
The CIM's advice is to 'develop innovative ways around the strictures of the legislation'. Non-specific associations with health, fitness and athleticism will not break any rules.
Wilkes warns that London 2012 could also leave another legacy. 'Beyond 2012, the Institute is concerned that a precedent will have been set that unduly prohibits businesses tapping into current events.'
THE SOCIAL OLYMPICS - ALEX MILLER, MANAGING DIRECTOR, JAM
In 2010 we had the first social media Olympics, in Vancouver, where the International Olympic Committee's (IOC) eyes were opened to the huge opportunities on the platform. It also realised the seemingly impossible task of policing the Olympic Charter across the social web.
The IOC has since issued guidelines, outlining clear clauses to warn off non-sponsor brands. For example: 'Participants are not permitted to promote any brand, product or service within a posting, blog or tweet on any social media platform or on any websites'.
Rather than try to bend the rules across traditional desktop platforms while competing with other brands, the real opportunities for non-sponsors lie in social mobile.
With an extra 2.5m people coming to London, many of them smartphone users, how can brands take advantage? Geo-location apps will go crazy with the influx of users looking for deals in London; recommendation apps and sites will direct people to special events or businesses. Mobile social networks will boom, creating a pool of people for brands to talk to.
The volume of unofficial content generated via mobile will present a real challenge for the IOC. If brands are smart, it could be a way to associate themselves with the spirit of the Games without breaking any rules.
THE EXPERIENTIAL OLYMPICS - RORY SLOANE HEAD OF PRODUCTION, RPM
Historic Alexandra Palace will be rebranded as Holland Heineken House in 2012. A partnership with Team Holland will transform 'Ally Pally' into the Dutch Casa - for the duration of the Olympics, at least. It's one of several deals popping up across the capital's bigger venues and proves that if you look hard and think creatively, there are still plenty of good opportunities available.
Aside from official LOCOG and IOC sponsors, every team has its own partners; Sky and Aviva, for example, sponsor Team GB. Those brands have the right to create events with their national teams.
Some teams may want to treat their own version of the Dutch Casa as little more than a glorified embassy, but what if they want to stage opening and closing galas? And what if their athletes are phenomenally successful? They may want to mark that through brand or experiential activity.
Sports brands may wish to establish pop-up shops to showcase their latest range or demonstrate how their technology aided athletes. Drinks brands could create pop-up bars and parties for the public or invited guests.
Consider the possibilities. Say there are 200 teams and each of them has 10 partners - that's a huge opening for brand involvement. There will be so many people in London next year, there is no reason why all other marketing activity should have to stop.
The Women's Olympics
Sports-related marketing is often aimed at men, not women. While female athletes such as Jessica Ennis are strong medal hopefuls, it is predictable that the Usain Bolts of this world will be dominating the biggest ad campaigns come 2012.
IPC Media believes that marketers who go down the male-only sports route could be missing a trick. In the publisher's latest study, 'Women Get Set', which questioned 1400 women, IPC Media found that they were positive about the benefits the Olympics will bring to the UK, with 60% highlighting a boost to tourism and more than half seeing it as a chance to support British athletes.
Almost half of mothers say they want to ensure their children take part in the once-in-a-lifetime event.
'It is women, and mums in particular, who, as the main decision-makers in the home, will shape the success of many Olympic campaigns', says IPC Media chief executive Sylvia Auton.
Amanda Wigginton, IPC Media's director of insight, says it is crucial that women are engaged to ensure the effective execution of the raft of marketing campaigns.
Nonetheless, brands should also look beyond the Olympics. 'Women want a deeper commitment to sport - almost half would like to see a greater involvement in gyms, schools and healthy eating,' says Wigginton. 'They want to see investment in their local community to fund sporting initiatives as well as nurturing up-and-coming talent. Brands that recognise this will successfully engage with this valuable audience.'
THINK BEYOND THE GAMES: CELEBRATE 2012 - PHIL BOURNE, CHIEF EXECUTIVE ARNOLD KLP
We broadly categorise non-sponsors across two areas: the 'wait-and-sees' and the 'pre-planned'.
Some of the 'wait-and-sees' haven't had the Olympics very high on their agendas until recently, while others have deliberately adopted a more watchful approach, assessing the activity of sponsors before responding to the opportunity themselves.
Our advice is to avoid piggy-backing on the Games. There are obviously weighty marketing restrictions surrounding London 2012. For non-sponsors, the event represents a pretty narrow field of opportunity.
We think there is a richer territory to leverage, which is more broadly about the UK in 2012. This country is going to be a very exciting social and cultural place next year. There will be the Queen's diamond jubilee, which comes with a fresh sense of optimism following this year's royal wedding, and a wide range of arts events prompted by the Olympics.
We will see millions of international visitors and a huge amount of media interest in the country. There will be a different consumer mindset, which, for the most part, will be positive and optimistic. Brands have an opportunity to tap into this unique cultural happening, which is even bigger than the world's biggest sporting event.
So our advice is not to waste time looking for loopholes in Olympic rules (gaps that probably don't exist anyway) and save the guerrilla activity for another day. Just find your take on the very fertile platform that is the UK in 2012 - and run with it.