‘Share the Glory’ is Co-op’s 2012 theme

The Co-operative Group has become the latest grocery company to get set for next year’s Olympics.

It has trademarked the phrase ‘Share the Glory’ with the patent office, and plans to use it on all its marketing and communications for London 2012.

It is not an official sponsor of the Games, so must choose a phrase that does not flout the London Olympic Games and Paralympic Games Act 2006, which prevents businesses creating an association between their goods and services and the London Olympics.

This association also ­extends to words, images, sounds, symbols and mottos. The Co-op Group used a similar marketing theme ‘Taste the Passion’ for last year’s World Cup.

Visa has predicted that next year’s Games will generate £80m in incremental sales for UK retailers.