Prawa do nazwy wiążą się z rozpoznawalnością marki, a im większa rozpoznawalność, tym większe pieniądze w grze. W przypadku tak znanej marki, jak Olimpiada, o prawo do wykorzystania terminu toczy się ostra rywalizacja sponsorów. Przekonał się o tym właściciel dwóch promów, przygotowywanych na trasę Dover – Calais, który musi zmienić nazwy statków, gdyż poprzednie naruszały naming rights Olimpiady
Promy miały się nazywać Olympic Spirit (Olimpijski Duch) i Olympic Pride (Olimpijska Duma). Jednak P&O Ferries, właściciel budowanych statków, zdecydował się przemianować łodzie, aby nie wejść w konflikt z angielskim prawem. Promy będą więc nosić nazwy, odpowiednio, Spirit of Britain (Duch Wielkiej Brytanii) i Spirit of France (Duch Francji).
Decyzja P&O Ferries, największej floty obsługującej rejsy na trasie kanału La Manche, wiąże się z tym, że termin „Olimpiada” jest zastrzeżony –prawo do jego używania mają tylko oficjalni sponsorzy. O ochronę marki dba Komitet Organizacyjny Igrzysk XXX Olimpiady, rozpoczynających się w 2012 roku w Londynie, który - zdobywając środki na organizację igrzysk – około 2 biliony funtów czerpie z prywatnego, tj. komercyjnego, sektora. Stara się zatem o zachowanie wyłączności na naming rights dla wybranych sponsorów. Podobne działania podejmują wszystkie krajowe komitety olimpijskie – przed zimowymi Igrzyskami Olimpijskimi w Vancouver na przykład, w 2007 r. przyjęto w Kanadzie specjalną ustawę chroniącą „Olimpiadę” jako znak towarowy.
Oficjalne nadanie nazwy statkom ma się odbyć z przy udziale podwójnej złotej medalistki olimpijskiej, Kelly Holmes. Pierwszy prom P&O, Spirit of Britain, wielkości 213m, zostanie oddany do użytku pod koniec tego roku i będzie największym statkiem obsługującym trasę Dover-Calais. Druga z łodzi, Spirit of France, będzie gotowa jesienią 2011 roku. Oba są budowane w Finlandii, a koszt ich produkcji to około 330 mln funtów.
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