London 2012: BBC Presenter's Umbrella Confiscated for Breaking Marketing Rules

Jonathan Agnew - H 2012
Tom Shaw/Getty Images

Jonathan Agnew - H 2012

Jonathan Agnew's umbrella sported a golf logo of a sports company that is not an official sponsor of the Games.

LONDON – One of the BBC's high-profile commentary team members, Jonathan Agnew, is a big name to fall foul of the Olympics' branding and marketing rule-makers.

Agnew, one of the BBC's regular cricket commentators who has been seconded to Lords cricket ground by BBC Radio5Live to report to listeners on the archery, had his umbrella confiscated by eagle-eyed stewards Tuesday.

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The umbrella, featuring the logo of a sports company which is not one of London 2012's official sponsors, was given up by Agnew, who tweeted: "Fallen foul of branding regs - brolly confiscated because it has a golf name on it."

London Olympics organizers and the International Olympic Committee have strict rules to protect official sponsors who have struck multi-million dollar deals for the exclusive right to exploit their association with the event.

The confiscation meant Agnew also got wet as the heavens opened on the North London sporting venue.

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BBC cameraman David Cheeseman, filming at the Lords venue along with Agnew, also noted that a female rep from the London organizers for the Games had stuck black tape over the brand names "Canon", "Sony" and "Satchler" on his equipment because they were not official sponsors.

International Olympic Committee president Jacques Roggehad previously said organisers would take a "balanced and reasonable" approach to fans wearing unofficial brands at the games, insisting that rules were in place to prevent ambush marketing but that "common sense [would] prevail" in individual cases.

Agnew and Cheeseman's branding bash follows hot on the heels of Dr. Dre and his Beats headphones who find themselves at the center of a marketing controversy.