Beats Audio-loving Olympic athletes forced to change their tune

Beats Audio-loving Olympic athletes forced to change their tuneTalk about adding insult to injury. Beats Audio has already had to deal with its big love-in with HTC going fairly badly wrong – which based on most of the comments on our coverage of the subject has a lot to do with the headphones themselves being a bit... well, not brilliant, let's say.

But for a real kick in the pants, how about the British Olympic Association stepping in and forcing Beats-loving Team GB members to give up their preferred headgear in favour of products from official partner Panasonic?

Plenty of records are likely to tumble at London 2012, but long before the Olympic torch got anywhere near the nation's capital it was clear that this Games would also set new standards for corporate branding and the sheer groaning weight of “official partners” – who these days seem to require nothing but cash to grab themselves a piece of the Olympic spotlight.

And with that cash comes influence. The best example of corporate megalomania gone wrong so far from this year's Games remains the whole McDonald's chip monopoly, but this isn't far behind considering it's the actual athletes themselves being targeted.

British Olympic Association spokesperson Darryl Siebel has revealed that London 2012 officials have contacted national team leaders to emphasise “the importance of protecting our corporate partners”.

He says the rules of the Olympics prohibit competitors from promoting non-official products and brands during the Olympic Games, even in seemingly unrelated senses such as simple posts on the likes of Twitter.

That's what both Team GB footballer Jack Butland and tennis player Laura Robson have been reprimanded over, with their Beats-loving tweets having landed them in hot water with the establishment.

Technically, the rules state that infringing athletes could actually be disqualified from the Games altogether should their hatred for Panasonic run so deep that they refuse to make the switch. But we'd like to think common sense would find a way into it at some point – even if it's shown little sign of doing so thus far.

Via Pocket-lint

Add a comment
8 comments

Pondlife  Aug. 5, 2012 at 14:13

So Daley who underperformed and the goalie who didn't come close to saving a penalty like them...
And they've still managed to get publicity for the dismal brand without sponsoring the games so probably happy with the outcome.

socialjeebus  Aug. 5, 2012 at 17:20

Beats wont give a ****, and the BOA/LOCOG have royally **** up making the Panasonic product appear a bit **** by 'forcing' it on them. Got to say I thought Beats were the worst value for money electronics out the until I cajoled in to the Vertu store in Dubai yesterday (missed my connecting flight back to Korea). There is not a word in the English language to describe how awful they are. They look terrible, the features are terrible, the screens are terrible, they are ridiculously heavy (all the **** they stick on them) and the price tag would make even the average despot weep - the only redeeming feature was that they felt quite solid...sorry about the rant! Just needed to vent.

socialjeebus  Aug. 5, 2012 at 17:21

Beats wont give a ****, and the BOA/LOCOG have royally **** up making the Panasonic product appear a bit **** by 'forcing' it on them. Got to say I thought Beats were the worst value for money electronics out the until I cajoled in to the Vertu store in Dubai yesterday (missed my connecting flight back to Korea). There is not a word in the English language to describe how awful they are. They look terrible, the features are terrible, the screens are terrible, they are ridiculously heavy (all the **** they stick on them) and the price tag would make even the average despot weep - the only redeeming feature was that they felt quite solid...sorry about the rant! Just needed to vent.

JanSt / MOD  Aug. 5, 2012 at 18:52

I love the whole fake world-farce that is the Olympics.
The athletes have to be fake amateurs; they can't have sponsors etc etc... but the organisers whoa... yay...

Ridiculous.

spruceyb  Aug. 5, 2012 at 19:07

Hopefully those athletes now realise how lame Beats are.
Would not be without my Panasonic RP HTX7, superior sound to Beats and a fraction of the cost too!

Pondlife  Aug. 5, 2012 at 19:09

World cup is like that too to an extent now. Even throwing some spectators out for wearing wrong thing in SA.

Stelph  Aug. 6, 2012 at 10:26

This is the sad side to the Olympics, although you could argue it is also necessary (if product placement wasn't protected in this way) as who would pay the big bucks required to put their brand around?

In a way im behind the olympics on this, if you are an elite athlete competing for your country in the olympics then IMO you have a responsibility to set a good example follow the rules as they are set out, you may not agree with the rules (as in this case) but breaking them as these athletes did isnt on really

JanSt / MOD  Aug. 6, 2012 at 11:15

This is the sad side to the Olympics, although you could argue it is also necessary (if product placement wasn't protected in this way) as who would pay the big bucks required to put their brand around?

In a way im behind the olympics on this, if you are an elite athlete competing for your country in the olympics then IMO you have a responsibility to set a good example follow the rules as they are set out, you may not agree with the rules (as in this case) but breaking them as these athletes did isnt on really

True. I am totally against the Olympics.
But you can't have it both ways.
Either do NOT participate, or play by the rules. Not everyone gets a billion pund gym built by taxpayers... Behave.

Email:

You don't need an account to comment. Just enter your email address. We'll keep it private.

Comment: