IT firms still forbidden to promote Olympics involvement

New scheme opens up to allow for Olympic deal reveals - but excludes many supplier categories

The government's London 2012 contract website, CompeteFor, has called for more applications to the Games supplier recognition scheme announced in January – but UK IT firms are still excluded.

The first-ever scheme was to allow UK companies that won Games business but were not permitted to market themselves accordingly at the time to finally do so.

However, the website promoting the scheme, at www.srs2012.com, outlines stringent requirements – not least in the way those successful in their applications are allowed to use their new official "designation".

Many categories of supplier are excluded – primarily if there is a worldwide Games sponsor in a related industry. This means the likes of Samsung, Panasonic and Atos Origin can benefit, but not the numerous smaller firms that might have assisted them during the Games.

"Businesses within the following categories are excluded to ensure the rights of worldwide Olympic sponsors are not infringed. These sponsors have exclusive worldwide marketing rights (including in the UK) and are vital in ensuring the future of the Games," the FAQ said.

The list of exclusions includes a wide range of industries, from suppliers of tea, coffee and packaged water to providers of computer equipment – including desktop computers, servers and computer ancillaries – IT services and "solutions", including IT consulting and managed services.

Perhaps channel companies won't be too disappointed. After all, even if a firm is eligible and accepted into the scheme, it still cannot use Games logos or branding anywhere.

It is only permitted to use a particular designation and only in certain circumstances – for example, paid-for advertising is not allowed to include the designation.

An example would be: "Supplier of architectural design services (Velodrome) to the London 2012 Games."

"Businesses can use the designation as well as a case study of their involvement in B2B communications including on their website, in pitches and tender documents and at trade shows both in the UK and internationally," according to the FAQ.

It is however the first time that a government, a national Olympic association, and the International Olympic Committee (IOC) have agreed on such a scheme, which will allow eligible UK-based suppliers to glean some recognition for the part they played in the 2012 Games.