The 23rd June every year is Olympic Day. This is a day that is recognized by the International Olympic Committee and supported by National Olympic Committees, which undertake a number of activities to commemorate the Olympic Movement. I was in Liverpool and happened upon the LloydstTSB Olympic Torch display - a touring exhibition of previous torches. It made me think that LloydsTSB have made a successful ambush of Samsung's Olympic Torch Relay which will occur next year. Of course, it is an exhibtion with approval from LOCOG and Coca-Cola's / Samsung's privileges do not really come into place until the relay begins. Still, the fact that it is a touring exhibition with destinations all over the UK makes an association unavoidable.
For more information about Olympic Day, here's some text from the IOC website:
Olympic Day was introduced in 1948 to commemorate the birth of the modern Olympic Games on 23 June 1894 at the Sorbonne in Paris. The goal was to promote participation in sport across the globe regardless of age, gender or athletic ability.
A growing, global gathering
Over the last 20 years Olympic Day has been associated with Olympic Day Runs all over the world. From 45 participating National Olympic Committees (NOCs) in the first edition in 1987, the numbers have grown to nearly 200 participating NOCs. What’s more, many of the participating NOCs are in Africa – proving the event’s worldwide appeal.
The Olympic Day Run owes a debt of gratitude to the support provided by McDonald's, which in 2003 became worldwide partner to the event.
Move, learn, discover
Olympic Day is nowadays developing into much more than just a sports event. Based on the three pillars “move”, “learn” and “discover”, National Olympic Committees are deploying sports, cultural and educational activities. Some countries have incorporated the event into the school curriculum and, in recent years, many NOCs have added concerts and exhibitions to the celebration. Recent NOC activities have included meetings for children and young people with top athletes and the development of new web sites directing people to programmes in their neighbourhood.