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Monday, May 2, 2016

Tidbits: Cheers to that big sporting event across the pond

Saturday, July 28, 2012

I wanted to write something about the Olympics. But, as it seems everyone with a social networking handle is writing about the Olympics, I didn't want to necessarily blend in.

And then I came across a Popchips Facebook post: "Cheers to that big sporting event across the pond that we can't post about!"

Why can't they call it the Olympics?

I learned from the posted comments that, because the "Olympic" word is a trademarked title, only those companies that sponsor the event are allowed to call it by its given name.

To put it even more ridiculously, this would be like allowing only my immediate family to call me "Kate," and fining everyone else who dares try.

Why are we so hung up on the entitlement? According to this post, McDonalds and Coca-Cola are among the select elite allowed to use the term. (Don't even get me started on the whole junk-food-funding-athletics ordeal).

Is there really nothing else that the Olympic committee can offer their sponsors? Are they fresh out of airtime, branding opportunities, and other promotional items?

I wonder if, years ago, some sponsor donated an unbelievable amount of money and said, "We want this other stuff, yes. But we want to be different. We want your name."

Note to the sponsors: There is really no more being truly "different" anymore. There's no use in trying, sorry. The best you can hope for is being like everyone else in a slightly different way.

I hope that, even in all of the sports and sponsorship branding, we can set aside our egos and entitlements and enjoy the events for what they were meant to be: the world coming together for the purpose of athletic achievement.

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Kate Padilla