News - Olympics scandal surrounding Beats by Dr Dre?

[Cordozzar Drakko]

Olympics scandal surrounding Beats by Dr Dre?

LONDON – Dr. Dre has made his mark on the 2012 Olympics by launching an ambush marketing campaign that has infuriated Olympic chiefs.

The rapper came up with the idea of sending athletes special versions of his Beats headphones, complete with personalization and decked out in national colors.

Rapper Dr. Dre sent Olympic athletes special versions of his Beats headphones. (Getty Images)Dre and his public relations and marketing teams devised the plan to send batches of the headphones to Great Britain athletes, despite the detailed regulations of the International Olympic Committee that prohibit "advertising" from companies that do not hold official Olympic rights.

Several swimmers and members of the British soccer team have been spotted wearing the headphones. The IOC is considering what action to take. It is unlikely the athletes can be ordered not to wear the items, but they could be prevented from mentioning them in interviews via social media.

"If there is a blatant attempt at ambush marketing or by a group of people with commercial views then of course we will intervene," IOC president Jacques Rogge said.

Tennis players, archers and platform divers, mainly from Britain, were also seen with the flag-emblazoned headphones. There was speculation the success of the project would lead to Beats by Dre offering similar handouts to athletes from other nations.

[ Related: American athletes defy IOC ban on social media use to promote sponsors ]

The popularity of Beats by Dre began to grow during the 2008 Games in Beijing after the company gave headphones to LeBron James and he distributed them to the rest of the NBA players on Team USA. Upon their arrival in Beijing, several of the players were wearing the headphones as the international media greeted them.

The IOC is especially angered as it has an official electronics partner in Panasonic whose interests it is likely to take action to protect.

"We have to be careful because without these measures there could be no sponsorships and without sponsorships there would be no Olympics," Rogge said.

The ambush by Dre has been particularly successful in the Aquatics Centre, with virtually every swimmer at the Games now using headphones to tune out background noise as they walk toward the pool before races.
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The situation is the latest in a series of headaches the IOC has suffered in relation to its stringent brand-protection measures. American athletes, including 400-meter sprinter Sanya Richards-Ross, have criticized Rule 40, the IOC code-of-conduct regulation that prevents competitors from using social media to mention their sponsors.

A marketing expert also claimed the rigidity of the regulations has actually allowed some non-sponsors to benefit by positioning themselves as "underdog" brands.

"Everyone has been trying to protect the brands that have invested so much money in the Games," said Gavin Lewis of the Hope and Glory marketing agency. "But in being so strict about what can be done, they have made a rod for their own backs in the sense that they have allowed other brands to get in."

http://sports.yahoo.com/news/olympics--beats-by-dre-gives-headphones-to-british-athletes--angering-ioc.html



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[Hack Wilson - real]

illuminati wins again

[Matty]

you should listen to this beat through my headphones

[Gamestarr]

Should not be a big deal.

smh.

[Cordozzar Drakko]

Should not be a big deal.

smh.

Not for us, but the Beats brand has saved itself millions of $ in advertising & marketing & has succeeded in appearing in the Olympics WITHOUT having to pay the committe! Meaning reaching out to a WORLDWIDE audience of BILLIONS! No less.
That's actually a great business move!

[Jbladez23]

Shit. Dre Is The Only West Coast MoFo with $ Holding.The Small.Flag Up...  Snoop Was Last in Linr But He Bowed Down.... I Still Believe.The Good Dr Is Going To Bring Tje West Back One Last Time

[Jbladez23]

All threse new school west rappers hollering we da west, the only thing thas popping is what Dr stamps, DPG Beeen  lasing it... Thats what the peeps should reconize

[Cordozzar Drakko]

Shit. Dre Is The Only West Coast MoFo with $ Holding.The Small.Flag Up...  Snoop Was Last in Linr But He Bowed Down.... I Still Believe.The Good Dr Is Going To Bring Tje West Back One Last Time

So do I. Haters will bable bout like they ALWAYS do! yet do you notice how they ALWAYS read any Dre related thread! ah ah!

[dnjp4life]

I've noticed this a lot whilst waching coverage of the Games the last few days.  I wasn't aware that they were sent to the athletes - I just thought that they had them already before they arrived.  Either way, this means more $ and exposure for Dre.

[Don Seer]

noticed it too.. but they dont seem to care if people are wearing ipod earphones.. seen just as many of those too!

[andre]

you should listen to this beat through my headphones

Hahaha

[HardWorker]

good move