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Gatorade might not have been an official sponsor of the London Olympic Games, but its reminding consumers it was still very much a part of the event with a pointed spot airing tonight.

Non-sponsors are heavily restricted from having any sort of presence or affiliation with the Olympic Games. And in order to protect sponsorship dollars, the IOC limits athletes competing in the Olympic Games from appearing in advertising during, as well as shortly before and after, the games. Olympic athletes have spoken out against such rules, claiming that restrictions on advertising are ultimately affecting their performance by obstructing sponsor relationships.

Those restrictions expired August 15, and Gatorade isn’t wasting any time reminding consumers how important it is to world-class athletes. The spot, which never explicitly mentions the Olympics, shows a figure, obscured by a hood and clad head to toe in black, walking through the streets of London. READ MORE


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Gatorade, Usain Bolt Highlight ‘Real’ Olympic Presence  was originally published on