The Olympics are coming, but we're pretending to ignore it

Mondelez "Medal Mania" point-of-purchase display, Safeway

Mondelez "Medal Mania" point-of-purchase display, Safeway (Detail)

The Olympics are coming, and if a company wants to use the Olympic terms or logo a considerable fee is payable. But lots of firms try to tag onto the Olympic coattails without paying for the privilage. Mondelez is  a sponsor of the Canadian Olympic Team, and can use the Canadian Olympic Team logo. But only the official Olympic "partners", firms like Coca-Cola, GE, Samsung, and Visa, can use the Olympic name and logo. 

No one else is going to be handing out medals to the Canadian Olympic team, and consumers will make the connection. But Mondelez saves the not insubstantial sum that the International Olympic Committee collects from all of the official sponsors.

Mondelēz Canada's medalmania.ca website
(Source: https://medalmania.ca)