Canadian Olympic Committee threatens The North Face with legal action: Queen's University expert
Queen’s University marketing expert Monica LaBarge is available to comment on the Canadian Olympic Committee threatening The North Face with legal action after the brand allegedly released a line of clothing that associates itself with the Winter Games in Sochi without being an official sponsor.
The “International Collection” produced by The North Face includes some clothing labelled as “village” wear, featuring the Canadian flag and a “RU 14” motif. The Collection also includes a t-shirt that features the date of the opening ceremonies.
“Unsurprisingly, the Canadian Olympic Committee is taking this situation pretty seriously,” says Dr. LaBarge. “Becoming an official sponsor of the Olympic games will cost a company millions and millions of dollars and the Committee has an obligation to protect that sponsorship. Ambush marketing can seriously damage the value of the sponsorship for future Olympic games and interfere with the fragile connection between the consumer, the sports property and the brand that the sponsoring companies are hoping to create.”
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