Samsung is the mobile phone sponsor of the Rio Games and sells its handsets exclusively to hundreds of thousands of visitors flocking to Olympic venues — but Apple is tempting some of them outside with its own unofficial Games merchandise.
It is using an Apple Store about 10 kilometres from the main Olympic park as the sole outlet for special-edition Apple Watch bands. Some buyers, including top athletes, have been proudly advertising their new bands on social media.
Ready for rio ! pic.twitter.com/p8PKJ3o5Fs
— IamTrayvonBromell (@TrayvonBromell) July 21, 2016
The watch bands do not feature the iconic Olympic rings logo or the word "Olympics", which are for the exclusive use of sponsors like Samsung.
Instead, they come in a choice of 14 national team colours. A Brazil-themed nylon band was close to selling out this week.
"While they don't appear to be breaking any rules, they appear to be getting really close to the edge of ambush or guerilla marketing," said Jeff Benz, who arbitrates disputes for international dispute-resolution firm JAMS and is a former general counsel at the US Olympic Committee.
Neither Apple nor Samsung responded to requests for comment on the bands, which are only from the US tech giant's store in Barra de Tijuca.
Another top Olympics sponsor, Swatch Group's Omega, which makes an Olympic watch and is Games timekeeper, showed no concern.
Omega president Raynald Aeschlimann said that unlike his firm, Apple could not talk about its Olympics history.
Apple is also not permitted to display its limited-edition bands alongside the Olympics logo, or any other obvious Games symbol, but that has not stopped some Apple fans from doing so.
US sprinter Trayvon Bromell has tweeted a photo of himself wearing the USA-themed band of red, white and blue on the same arm as his Olympic rings tattoo. Defending decathlon champion Ashton Eaton has also shared a photo of himself on Twitter wearing the band.
We now know that time it is. It's "go" time. 🇺🇸🇨🇦 Team #NorthAmerica #RoadToRio pic.twitter.com/YksQbauoMU
— Ashton Eaton (@AshtonJEaton) July 29, 2016
Top Olympic sponsors can pay about $100 million over four years to the International Olympic Committee for exclusive marketing rights to the Games, and they keep a close watch for any guerilla marketing during the event by their rivals.
So far, Apple is in the clear.
Reuters