Skip to main content

The Globe and Mail

Dr. Dre’s Beats headphones getting plenty of airtime at Olympics

Canada's track cyclist Joseph Veloce uses a pair of Beats by Dr. Dre headphones at the Velodrome during the London 2012 Olympic Games August 4, 2012.


It looks like Dr. Dre isn't letting up on his wily campaign to show off his Beats headphones at the Olympics.

The rapper's headphones have been ubiquitous at the Games with numerous athletes, such as LeBron James and Michael Phelps, wearing them during warm ups. Last week, questions surfaced about Beats engaging in "ambush marketing" at the Games by giving the headphones to British athletes. Now Canadian athletes are getting them too.

"One of the many free treats of being on an Olympic team...Team Canada Beats headphones courtesy of Dr. Dre" Canadian hammer thrower Jim Steacy tweeted Saturday, adding a picture of the phones.

Story continues below advertisement

Beats is not an official Olympic sponsor (but Panasonic is) and the International Olympic Committee has strict rules aimed at stopping non-sponsors from trying to ply their products at the Games. Under the rules Steacy's tweet is a violation because athletes are not allowed to promote any sponsor on social media, such as Twitter, during the Olympics.

So far the IOC has turned a blind eye to Dr. Dre. IOC spokesman Mark Adams said last week that the organization was monitoring the situation.

Report an error Editorial code of conduct Licensing Options
As of December 20, 2017, we have temporarily removed commenting from our articles. We hope to have this resolved by the end of January 2018. Thank you for your patience. If you are looking to give feedback on our new site, please send it along to If you want to write a letter to the editor, please forward to