2012 Games toolkit

Games-inspired images

VisitBritain has produced a set of sporting imagery that you can see across this website, showcasing some of the country’s finest iconic locations. These can be used free of charge in your marketing - but remember you shouldn't add any words or text which could suggest you have an association with the Games. If you would like to use these and a wider selection of Britain imagery please go to VisitBritainImages or contact Jasmine Teer for more information.

Images of sporting events

A further selection of sporting imagery is available to download from VisitBritainImages.com . Simply register and search under ‘sport‘ or whichever key word you choose.

Images of the Olympic Park

See the progress at the Olympic Park and show your clients with these aerial images .

Brand Protection Guidelines

Tour operators that have not been appointed by London 2012 are not entitled to sell Olympic packages, to run promotions around the Games or to use the Olympic branding for commercial benefit.

However, these Brand Protection Guidelines (PDF 544Kb) provide relevant examples of what can and cannot be done when communicating to customers about tourism products and services related to London 2012.

A significant proportion of the budget for the London Games is raised through sponsorship and licensing programmes. The Olympic and Paralympic brands are therefore strictly protected by London 2012, the organisers of the London Games. They must protect the exclusivity and value offered to sponsors and licensees by preventing other businesses from exploiting and creating an association with the Olympic and Paralympic Games for free.

These Brand Protection Guidelines (PDF 544Kb) have been published by London 2012 as a practical manual to help tourism businesses of all sizes understand the laws which protect the London 2012 Olympic and Paralympic Games.

Please note that if you are applying these guidelines outside the UK, you should also check you are complying with local laws.