Rio 2016: Why Brands Should Beware Of Brand Protection Guidelines

If you haven't already started, the time is ripe to turn your attention to summer fun: golf, the lake, BBQs and brand protection. As the countdown to Rio 2016 is almost over, it's important to remember that the Olympic and Paralympic brands are zealously protected. On this point, the Rio 2016 Brand Protection Guidelines for Advertisers are available online, and they're a real page-turner.

The Guidelines set out the Rio 2016 Organising Committee's position with respect to permitted versus prohibited uses of the Olympic and Paralympic brands. Its position in certain respects in quite clear – notably, only Rio 2016 organisers and their official commercial partners can use the Olympic and Paralympic brands for commercial purposes.  The rationale? "It is extremely important to ensure the partners the right to associate themselves with the Games and preserve the emotional and commercial value of the brands" [emphasis added].