Tongan changes name to brand

Sat, 11 Feb 18:04:00 2012

A luger from Tonga caused a stir at the world championships in Altenberg on Saturday after he changed his name to that of his sponsor.

Tonga's Bruno Banani looks on during the second run of the FIL Luge World Championships in Altenberg - 0

Bruno Banani was born Fuahea Semi but changed his name to that of a German underwear maker as he seeks to become his nation's first winter Olympian at the 2014 Games in Sochi, Russia.

His move angered International Olympic Committee Vice President Thomas Bach, who called it a "perverse marketing idea."

"It is of bad taste to change your name to that of a sponsor. That is too much for me. This has nothing to do with proper marketing," Bach said.

Bach said however should the Tongan qualify for the Sochi Games there would be nothing the IOC could do to stop him from competing under that name.

"I do not think that we can react to this if that is the name in his passport," Bach said.

The IOC is extremely sensitive to ambush marketing tactics during Olympic Games as it seeks to protect its sponsors who have paid hundreds of millions for the rights to advertise.

Earlier a Tonga official said the move was to raise money as the country seeks to send their first athlete to the Winter Games.

Watch Bruno Banani in action

Reuters

Comment 78 - 97 of 97

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  1. The IOC needs to remember it's origins and get its­ collective head out of its nether regions.

    From x, on Tue 14 Feb 9:46

  2. The Olympic committee should have thought of this­ before they chose to commercialise the games and­ involve themselves with commercial sponsors.

    From spbonham, on Tue 14 Feb 5:07

  3. The Tonga in cheek answer may be that if fails to­ qualify, his glory will be brief.

    From JOHN, on Tue 14 Feb 1:00

  4. A luger from tonga caused a stir when he fell off his­ skids in a blur.
    He went too fast caught his tights­ with a gasp
    and he is fully fell right on his arse.

    From carol H, on Tue 14 Feb 0:51

  5. Well, it worked then!

    From Steve, on Mon 13 Feb 21:57

  6. I don't see anything wrong with it, hope it puts­ the skids under him.

    Mr. Y. Fronts, Goring-Under-Weir

    From kris, on Mon 13 Feb 21:37

  7. Get a life Thomas Bach and stop being so pompous!

    From MARTYN, on Mon 13 Feb 21:31

  8. he could have really upset them and called hinself­ Ronald MacDonald,

    From Christopher, on Mon 13 Feb 21:18

  9. Bet there's a copyright legality somewhere here

    From Gimp, on Mon 13 Feb 21:10

  10. they are upset cos they aint getting a piece of the pie

    From Dave OMFG, on Mon 13 Feb 20:52

  11. How can the british tax payer afford to put on the­ olypics

    From zonda, on Mon 13 Feb 20:36

  12. Its a shame! These competitors get sponsored for years­ by a sponser who has the vision to support them so they­ can get to the top of there sport! And without them the­ competitor would not even make it to the competition in­ the first place! How about some support for those who­ have invested in them for the last 3-4 years getting­ something back.. Or the " commitee" funds­ them!! Come on Cokey Kola!! Helle Hanson,Kelvin Cline­ & Arm Marnie!!!!

    From Gary, on Mon 13 Feb 20:34

  13. At least he didn't change it to Tena Lady!

    From Jimmy, on Mon 13 Feb 20:04

  14. He should have changed his name to "IOC­ Olympics" , An unusual name.

    From shatabisha, on Mon 13 Feb 19:43

  15. That shoulda been "Hugh Janus" I can't­ type.

    From Nigel, on Mon 13 Feb 19:02

  16. Coulda been worse - he could have changed his name to­ Hugh Jars or High Janus!

    From Nigel, on Mon 13 Feb 18:58
  17. Comment hidden due to its low rating. Show

    Why can't they stop him on amateur v professional­ grounds?

    From Mark, on Mon 13 Feb 18:53

  18. the only reason to complain is the fact that they­ havent got their snout in his trough. good luck to him­ in qualifying

    From iain, on Mon 13 Feb 18:37

  19. Better than being called Skid marks.

    From zippy, on Mon 13 Feb 18:34

  20. They are annoyed because it harms their ability to make­ money, keeping in the true spirit of the Olymic ideal.­ 'Higher, Swifter, Profits'......

    From Dean, on Mon 13 Feb 18:29
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