Wednesday, April 7, 2010 as of 11:14 AM ET
One day, the small espresso shop near the site of the London Games was the "Olympic" cafe.
The next day, it was the "Lympic."So where did the "O" go?The manager won't say. But it's more than likely the small business became another casualty in the battle against guerrilla marketers -- advertisers who try to associate their products with a prestigious event without paying to be sponsors.Protecting the Olympic brand is always a big job, and never more so than this year. Olympic organizers say the increasing sophistication of guerrilla marketers and the rise of social media are putting the five rings under assault in ways barely envisioned a decade ago.That means action against anyone who infringes the Olympic brand or sponsors' deals -- no matter how small."There's no question that the rings are instantly recognizable -- it's what makes it attractive," said Stephen Greyser, an emeritus professor at Harvard Business School.He compared the efforts by non-sponsors to athletes trying to find...JOHANNESBURG (AP) — South Africa marked its first game at the rebuilt Soccer City stadium by defeating Colombia 2-1 in an exhibition Thursday night on penalty-kick g...
CAPE TOWN, South Africa (AP) — The initial World Cup legacy of staging the first World Cup in Africa is rising ticket prices and an uncertain future for the new stad...
SAO PAULO (AP) — South Africa successfully hosted the World Cup. Now the focus and pressure is on Brazil .The 2010 World Cup went off without any major problems desp...
BLOEMFONTEIN, South Africa (AP) — Strutting into the stadium dancing and singing, Bafana Bafana turned its final game at the World Cup into a rollicking party for al...
DURBAN, South Africa (AP) — Greece coach Otto Rehhagel resigned following the team's elimination from the World Cup, officials at the Greek Football Association said...
WIMBLEDON , England (AP) — Tennis is sharing the stage with soccer at Wimbledon, where fans and players at the grass-court Grand Slam tournament have been keeping tr...
With tension escalating between their governments, the United States and North Korea were drawn Tuesday into the same first-round group for this summer's Olympic wom...
The United States women's national soccer team was drawn with France, Colombia and North Korea on Thursday for the 2012 Olympic Games.The United States was placed in...
The United States women's national soccer team was drawn with France, Colombia and North Korea on Thursday for the 2012 Olympic Games.The United States was placed in...
FORT LAUDERDALE, Fla. (AP) — Phoenix Suns star Steve Nash will travel to South Africa to report on the World Cup for CBSSports.com.Nash's team was eliminated by the ...
BEIJING (AP) — China did not qualify for the World Cup, but the country is still making an appearance in South Africa . An ambitious Chinese solar company, the count...
JOHANNESBURG (AP) — Soccer's stars have converged on South Africa from across the globe, but on the eve of the World Cup it is the host nation — with all its flaws a...
One day, the small espresso shop near the site of the London Games was the "Olympic" cafe. The next day, it was the "Lympic."So where did the "O'' go?The manager won...
A year after South Africa basked in the glow of staging the World Cup, the country will be back in the international sports spotlight when Durban hosts the biggest O...
By Mark GleesonCAPE TOWN (Reuters) - South Africa were duped into allowing an Asian match fixing syndicate to provide them with referees for a series of warm-up game...
RIO DE JANEIRO (AP) — Brazil's national soccer team squad has met with the country's president before leaving for South Africa to begin their quest for a sixth World...
JOHANNESBURG (AP) — The buildup is over. Africa's first World Cup arrives to the buzz of vuvuzelas, with the hope that Nelson Mandela will attend the opening ceremon...
JOHANNESBURG (AP) — The World Cup could really pay off for South Africa players.The country's soccer association wants to give its team $131,000 for each goal it sco...
JOHANNESBURG (AP) — Nelson Mandela waved to the crowd at Soccer City as South Africa bid farewell to the 2010 World Cup in emotional and joyous ceremony on Sunday.Th...
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