Prior to the 2012 Summer Olympics in London, England, bookmaker Paddy Power placed ads promoting itself as the "official sponsor" of "the largest athletics event in London this year"—an egg-and-spoon race in the French village of London, Burgundy, with a prize of €100 in Paddy Power credit. LOCOG threatened Paddy Power over the campaign, but backtracked after the bookmaker threatened to take them to court. When announcing the planned lawsuit, a Paddy Power spokesmen quipped that "It's a pity they didn't put the same energy in to the ticketing and security arrangements for the Games that they put into protecting their sponsorship revenue streams." Nike released a television advert tying into the Games with a similar concept, featuring footage of athletes training in other places named "London", and the tagline "Greatness doesn't only exist in SW19". Following the Games, a study by the Global Language Monitor found that several non-sponsors, including Centrica, Ericsson, Philips, and Subway, were among the brands with the highest perceived relationship between themselves and the Games.