Wednesday July 25,2012 : PADDY POWER INITIATES LEGAL ACTION AGAINST OLYMPICS ORGANISER
 
Cheeky outdoor ads the centre of proceedings
 
Irish bookmaker Paddy Power has reportedly initiated legal action against the London Olympics organiser LOCOG following their instruction for the removal of the company's London city billboard advertising.
 
The advertisements cleverly promote the firm's sponsorship of an "egg and spoon race" held in the French town London, Burgundy, timeously erected during the lead up to the London 2012 Olympic games.
 
LOCOG instructed the billboards be removed on the grounds that they breach legalization centered on advertising around the London Games, however, Paddy Power has employed the services of law firm Charles Russell to dispute the claim reports Marketing Magazine.co.uk.
 
A clever advertising ploy, the billboards situated at the busy London Bridge, Kings Cross and Victoria stations, say:
 
"Official sponsor of the largest athletics event in London this year!
 
"There you go, we said it.
 
(Ahem, London France that is)"
 
A Paddy Power spokesperson said: "We pride ourselves on listening to our customers and what we’ve heard loud and clear is that Locog have got their priorities upside down.  It’s a pity they didn’t put the same energy into the ticketing and security arrangements for the Games that they put into protecting their sponsorship revenue streams. We’re taking this fight to the High Court in the interest of our customers and of common sense."
 
A London 2012 spokesperson commented saying: "We can take a joke, but as you would expect we had to draw the line at the provocative references to LOCOG. We also have a responsibility to ensure that no-one thinks betting companies have any sort of official connection to London 2012."
 
It's safe to say, Paddy Power has racked up strong publicity regardless of the outcome.