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ARTICLE · 15 OCTOBER 2011

Protection of the Olympic Brand - marketers beware

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With the London Olympics approaching advertisers must be careful how they associate themselves with the Olympic brand.

AustraliaIntellectual Property
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In Brief

With the London 2012 Olympic Games fast approaching advertisers and marketers must be careful how they associate themselves with the Olympics and the Olympic brand.

The success of an Olympic Games is not only measured by athletic achievements on the track or in the gymnasium. The economic success of the Games has a substantial impact on a host city's Olympic legacy. Economic success is assessed by the host city's ability to maximize income generated from corporate sponsorship, media rights, tourism and ticket sales. Protecting the Olympic brand is a key feature of any Games' commercial success. Olympic brand protection finds its basis in the Olympic Charter. Historically, the Olympic movement has zealously protected the use and licensing of the Olympic Brand.

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