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Official sponsor, the reverse of the Olympic medal

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Official sponsor, the reverse of the Olympic medal

LOCOG Chairman Sebastian Coe top carries the flame in the Olympic rings from St Pancras International

London 2012

It is not enough to align million to sponsor an event. It is also necessary that the message matches the brand. Sponsor of the London Olympics 2012, the Anglo-Australian mining giant Rio Tinto has been facing for several months to anger Steelworkers union, which require nothing less that the exclusion of Rio Tinto's list of official sponsors. And within 100 days of the opening of the Olympics!

Accused of having imposed a "lockout" unfair to employees of an aluminum smelter in Quebec, unions are conducting a major campaign against the industrial, official supplier of Olympic medals. Trade unions and denounce the closure of the plant imposed by surprise on January 1 to 800 employees (among all United Steelworkers union) of Alma, after the refusal of an employer provides for the renewal of their contracts.

Contresens marketing and moral

The case falls ill at the time of the industrial involvement in the "spirit" Olympic. That employees did not fail to remind principals: "The Olympic Games are supposed to promote the idea of fair play and the idea of solidarity," they said at a world conference of mining unions held in Sydney. The spokesman of the employees of Alma, RĂ©al Valiquette, believes "that a company that behaves in this way can not sponsor the Olympic medals." It was enough to swell the controversy. Already, a network of opponents to the participation of Rio Tinto, the "London Mining Network" raised controversy by calling for the withdrawal of the sponsor, already in the middle of a case of bribery and industrial espionage last year very often also decried for its polluting activities.

New events should be held in London to support the speech of unions. The UK, which wants to make its Olympic Games "the greenest in the history of Olympic sport," as he recalled a few weeks ago Jonathan Edwards (Olympic champion and spokesman), windscreen where a new controversy. Affecting the same symbols of Olympism.

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