 Team GB branding from 2012 | |
| Product type | Nationalsportingbranding, associated merchandising |
|---|---|
| Owner | British Olympic Association |
| Country | United Kingdom Crown Dependencies All but threeOverseas Territories |
| Introduced | September 1999 |
| Registered as atrademark in | United Kingdom |
| Website | www.teamgb.com |
Team GB is thebrand name used since 1999 by theBritish Olympic Association (BOA) for theirBritish Olympic team. The brand was developed afterthe nation's poor performance in the1996 Summer Olympics, and is now atrademark of the BOA. It is meant to unify the team as one body, irrespective of each member athlete's particular sport. Officially, the team is the "Great Britain and Northern Ireland Olympic Team",[1] although athletes from Northern Ireland may opt to compete under the auspices of theOlympic Federation of Ireland instead.
The British Olympic Association's director of marketing, Marzena Bogdanowicz, felt that the official and abbreviated names of the Great Britain and Northern Ireland Olympic team were a mouthful. She first thought of the 'Team GB' concept in 1996 or 1997, and said: "I went to thegames in 1996 and the logo at the time was just the lion and the rings, but we weren't strong enough as a brand to just be a lion and the rings. So coming back I wanted to find something that was less of a mouthful, and also had that team feel. We looked at the options and came up with Team GB".[2]
The name was trademarked in September 1999 at theUnited Kingdom Intellectual Property Office (UK IPO).[3]
The BOA state that there "is only one Olympic team from Great Britain and Northern Ireland: Team GB. There is not an Olympic swimming team or Olympic rowing team. The individual sports join to become Team GB, the Great Britain and Northern Ireland Olympic Team."[4]
The Team GB brand was used as part of a licensing and merchandising strategy following the BOA's athletes success at the2000 Summer Olympics inSydney, Australia.[5] Bogdanowicz stated that the BOA wanted to "cement the Team GB brand in the minds of the British public".[6]
The team is officially known as the Great Britain and Northern Ireland Olympic Team.[4]
In June 2009, Northern Ireland's Democratic Unionist Sports MinisterGregory Campbell suggested that the name should be changed as the abbreviated form was not inclusive enough as it "excludes, and indeed alienates, the people of Northern Ireland".[7] Campbell's successor,Nelson McCausland, also suggested that an alternative name be found.[8]
A significant complication is that theOlympic Council of Ireland (OCI), established in 1920, as the 'Irish Olympic Council', but not admitted by the IOC until June 1922, whilst all of Ireland was part of the United Kingdom, claims to represent the wholeisland of Ireland and not merely theRepublic. The OCI and the BOA have an agreement under which Northern Ireland sportspeople may choose to compete for either team.[9]
The BOA has rejected calls for the name to be changed to Team UK, arguing that neither Team GB nor Team UK are entirely accurate, given that neither term covers all the members of its association, and that Team GB is an "effectivetrading name that fitted best with theOlympic identification of GBR".[10]
The existence of a Team GB has been criticised byWelsh andScottish nationalists, advocating for separateWelsh[11][12] andScottish olympic teams instead.[13][14][15] Criticism of specific sport teams representing Great Britain instead of their home nations have also been voiced, especially in association football where the four nations compete separately, and fears aGB football team would threaten their separate national football teams.[16][17] Some Welsh footballers, playing for a GB Olympic football team, did not sing "God Save the Queen", the national anthem used, in 2012, facing some criticism, however the team's manager stated it was a personal decision.[18]
The Team GB branding has been credited with creating a 'team feel', and direct comparisons were made of the performance at the 1996 Olympic Games in which the BOA's representatives won one gold medal, and the 2000 games where Great Britain and Northern Ireland performed under the Team GB name and returned with eleven gold medals.[2]
Comedian and columnistDavid Mitchell described the BOA's decision to create a nickname and rebrand their representative team as "capitalism's final victory" and "pathetic", going on to say that anyone who thought rebranding the Olympic squad has helped win more medals "are either morons or they think our athletes are".[19] Scottish columnistGerry Hassan commented that "Team GB represents something which is a fiction and an illusion which doesn't correspond with any political form".[20]
A celebratory parade took place on 10 September 2012, commemorating the Olympic and Paralympic Games.[21][22]
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