British Olympic Association vows not to meddle with Union flag
Athletic body to stick with traditional red, white and blue design for Paris Games after backlash
THE British Olympic Association has vowed to stick with tradition and not mess with the classic red, white and blue Union flag on its 2024 Olympic kit following a backlash over the sale of “Union Jack” merchandise in different colour shades.
In a shift from the plain red, white and blue colours most associated with the British Olympic team, designers have introduced options with squiggles and dots across colours that incorporate shades of pink and purple in a desire to “push the iconic red, white and blue as far as we could”.
The Telegraph, however, has learnt that a traditional Union flag will be on the arms of all Team GB athletes’ kit at the Paris Olympics this summer and that the wider kit does not use the same colour palette that has emerged following the BOA’S collaboration with the Bath-based design company Thisaway.
Flags, bunting and water bottles were launched last June in the new colour scheme and have been on sale for fans in the official Team GB shop. The merchandise designs have provoked criticism following the outrage last week over the changed St George’s Cross flag on the England football shirt collar.
Rishi Sunak, the Prime Minister, hit out over changes to the flag during the football kit furore and that stance was reiterated yesterday in respect of the Olympics. “His general view is that when it comes to our national flags, we shouldn’t mess with them,” his spokesman said. “They’re a source of pride, identity, who we are, and he thinks they’re perfect as they are.” Adidas is
‘They need to remember brave men fought for this flag and died while protecting it’
the partner for the official Team GB kit and the designs were completed two years ago. They will be officially unveiled by athletes on April 17. “All Team GB athletes will wear the Union Jack as normal in Paris,” a BOA spokesman said.
It has also been stressed that the controversial new colour scheme will appear only on a selection of merchandise, as well as some digital graphics, as part of a number of different designs that have been used to appeal to all ages of fans.
Although the Team GB kit itself is expected to include different shades of blue or red, as in previous years, including the London and Tokyo Games, it is not inspired by the colours on the merchandise which cross over into purples and pinks.
The Paris kit, it is understood, will take on more traditional red, white and blue colours alongside the usual flag and is closer to a classic Team GB design.
The new flags, which have been controversially branded as a “Paris Union Jack Supporters Flag”, are on sale for fans in the official Team GB shop for £12. The bunting, which claims to be a “Union Jack pattern”, costs £13 and the sold-out metal water bottles in the new design colours retail at £17.50.
Fatima Whitbread, the former javelin world champion and world record holder, who won silver and bronze at the 1988 and 1984 Olympics respectively, also slammed the “Union Jack” merchandise.
“I’m absolutely disgusted to think they’ve done it,” she told GB News. “Let’s face it, it represents our late Queen, it represents everything that embraces what’s good about our country.”
Peter Shilton, the record appearance holder for the England men’s football team, also condemned the different colours, saying “nothing is sacred”.
Malcolm Farrow, the president of the Flag Institute, also hit out. “People have every right to be upset with Team GB,” he told The Sun. “They need to remember brave men fought for this flag and died while protecting it. Changing it is bordering on an insult to them.”
Team GB said it had received “very positive public feedback” for the flags. “This image doesn’t replace the Union flag, which we will wear with pride later this summer,” a spokesman added.
Traditional red, white and blue products are also available to fans, including classic Union flags and towels.