By Andrew Warshaw at the Sorbonne University in Paris

Mo Farah_sprinting_to_win_5000m_London_2012September 12 - International Olympic Committee (IOC) director general Christophe De Kepper says the Olympic Games will never compromise its principles by allowing sponsorship branding or perimeter advertising at its events.

Although sponsors such as Coca-Cola and Visa do not get to display their name at the venues, they can use the five-ring Olympic symbol in their advertising.

Sponsors also use ticket promotions to ensure customer and staff loyalty and many use the Games as a calling card to showcase their technical abilities.

Some sponsors, including Coca-Cola, McDonald's and Visa, are also granted exclusive sales rights at Olympic venues. 

Speaking here at the International Centre for Sports Security's (ICSS) Integrity Symposium, De Kepper claimed the IOC had no plans to review their policy. 

"We have a clean venue policy and that has been proved to be a success," he said.

"We are safeguarding our own sponsorship programme.

"All our commercial partners are adamant that this is part of the uniqueness of the Olympic Games.

"There is no discussion about reviewing this policy."

Sarah Storey_wins_gold_in_individual_C4-5_500m_time_trial_London_2012_September_1_2012Sponsors were able to advertise their involvement with London 2012 at the Paralympics by taking out advertising on perimeter boards in the venues

Advertising rules were more relaxed for the Paralympics which ended in London on Sunday (September 9), an event which proved more popular than ever with television audiences and sponsors.

Branding was noticable in all the venues and on the athletes bib numbers. 

De Kepper praised the huge popularity of the Paralympics at London 2012 and said the IOC was keen for Rio to showcase the Games with the same gusto in 2016.

"I certainly hope the success of the Paralympic Games will enhance the promotion of disabled sport throughout the world," he said.

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