LOCOG, the organisers of the London Olympic Games have been demanding that Paddy Power remove their latest advertising campaign from poster sites around the Olympics city. However, surprisingly enough they have now changed their position and are allowing the posters to stay.
The change in opinion was announced by LOCOG's law firm, Freshfields, perhaps unsurprisingly, Freshfields made the announcement just as Paddy Power's law firm, Charles Russell, were preparing to enter the High Court in London to attempt to obtain a court order against the Olympic organisers.
Paddy Power was seeking a ruling on the grounds that their advertising campaign does not breach the LOCOG rules on advertising around the Olympic Games. Paddy Power’s tongue in cheek poster read “Official sponsor of the largest athletics event in London this year! There you go, we said it (Ahem, London France that is)”
There will be an egg and spoon race held in the town of London in France later this year.
Paddy Power saw vast support for their case as tens of thousands of their fans turned to Twitter, Facebook and other forms of social media to show their support for the ad campaign and express their anger at LOCOG's decision. The cause gained so much support that Paddy Power started to trend on Twitter within the UK.
Since the announcement Paddy Power has confirmed that they shall be seeking to recoup their legal costs from LOCOG, they have said that if they retrieve the money then it will donated to grassroots sports initiatives throughout the UK.
Paddy Power's spokesperson said that common sense has prevailed and that it is a victory for "each and every one of our customers and fans who supported us along the way." He went on to say that the athletes of London, France will be "breathing a collective sigh of relief this afternoon. May the Games begin!"