No Pepsi At The Olympics
Fans face boot for eating or drinking wrong brands at games
By MARK FRANCHETTI / The Sunday Times
In a far cry from the high-minded ideals of humanity and tolerance embodied by the Olympics, the organizers of the Athens games have warned spectators that they could be barred for taking a surreptitious sip of Pepsi or an illicit bite from a Burger King Whopper.
Strict regulations published by Athens 2004 last week dictate that spectators may be refused admission to events if they are carrying food or drinks made by companies that did not see fit to sponsor the games.
Sweltering sports fans who seek refuge from the soaring temperatures with a soft drink other than one made by Coca-Cola will be told to leave the banned refreshment at the gates or be shut out. High on the list of blacklisted beverages is Pepsi, but even the wrong bottle of water could land spectators in trouble.
Fans will be allowed into the Olympic complex if they are drinking Avra, a Greek mineral water owned by Coca-Cola, which paid $60 million US for the privilege of being one of the main sponsors. Officials are under orders not to let in rival brands' bottles unless the labels are removed.
Staff will also be on the lookout for T-shirts, hats and bags displaying the unwelcome logos of non-sponsors. Stewards have been trained to detect people who may be wearing merchandise from the sponsors' rivals in the hope of catching the eyes of television audiences. Those arousing suspicion will be required to wear their T-shirts inside out.
Known as the "clean venue policy," the rules were drawn up by the Greeks and the International Olympic Committee (IOC) to shield sponsors from so-called "ambush marketing" - an attempt to advertise items during the games without paying sponsorship fees.