LOCOG backs down on Paddy Power poster campaign

(PRESS RELEASE) -- In what must be deemed a gold medal winning U-turn, London 2012 organizers, LOCOG, have reversed their position from yesterday which demanded the removal of Paddy Power’s latest advertising campaign from poster sites around the Olympic city.

Coincidentally today’s change of heart by LOCOG, which was communicated by their law firm, Freshfields, was taken just moments before Paddy Power’s law firm, Charles Russell, were set to enter the High Court in London seeking a court order against the Olympic organizers.

The legal ruling was sought by Paddy Power plc on the grounds that their campaign does not breach LOCOG legislation on advertising around the 2012 Games.

Over the past 24 hours, tens of thousands of Paddy Power fans turned to social media to show their support for the ad campaign and to vent their anger at LOCOG’s decision, resulting in the bookmaker trending on Twitter in the U.K. earlier today.

Paddy Power has confirmed that they will be seeking to recoup their legal costs from LOCOG and if successful will donate the full amount to grassroots sports initiatives across the U.K.

A spokesperson from Paddy Power said, “This is a victory for common sense and for each and every one of our customers and fans who supported us along the way. The athletes of London, France will be breathing a collective sigh of relief this afternoon. May the Games begin!”