Rogge: Protection of Olympic sponsors vital

IOC president Jacques Rogge has defended the Olympic movement's protection of their sponsors but insisted London 2012 spectators will not be prevented from wearing T-shirts bearing branding of rivals.

Former IOC marketing director Michael Payne has criticised London 2012 for "going too far" to protect sponsors.

London 2012 chairman Sebastian Coe has even suggested a fan wearing a Pepsi T-shirt could be prevented from entering the Olympic Park as Coca-Cola are sponsors, though the organising committee later said spectators could wear what they wished.

Rogge, who also said the IOC had been satisfied by the Government's decision to bring in military personnel to cover a shortfall in security staff by contractors G4S, said protection of sponsors was vital.

He told a news conference in London: "Our position is very clear. We have to protect the sponsors otherwise there is no sponsorship and if there is no sponsorship there are no Games. However we have to be balanced and reasonable.

"I'm sure LOCOG will have a very subtle approach. Individual cases will not be pursued with police, that goes without saying.

"If there is a really blatant attempt at ambush marketing by another company or group of people with commercial views then of course we will intervene.

"If you have the T-shirt of one of our competitors of a sponsor we will not intervene. Common sense will prevail."

In terms of security issues, Rogge said it was "time to move on".

He added: "Yes it has been an issue, corrective measures were taken, the company will compensate for the extra cost of the soldiers and I humbly believe it is time to move on now."

Rogge said he was reassured that "great care" was being taken for the protection of the live animals that will be used during the opening ceremony.

He also revealed that the Argentina president Cristina Fernandez had warned her country's athletes not to make any statements or protests about the Falkland Islands.

It follows an advert two months ago on state-run television linking the London Olympics to the Falklands dispute.

Rogge said: "We have talked to the Argentine NOC and they have spoken with the Government and I'm very glad to tell you the president has launched an appeal to say the Olympic Games in London should not be a case for politics and I think this is a very important message."