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ARTICLE · 24 JULY 2024

Navigating Ambush Marketing: Paris 2024 Olympics Edition

Gowling WLG
Gowling WLG
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With billions of spectators worldwide, the Paris 2024 Olympic Games present obvious temptation for ambush marketers. Many non-official sponsors will engage in tactics and stunts to create the illusion...

FranceIntellectual Property
Paula Clancy
Paula Clancy
Inès Rosen
Inès Rosen
Marianne Schaffner
Marianne Schaffner
Kate Hawkins
Kate Hawkins
Author LinkedIn connections

With billions of spectators worldwide, the Paris 2024 Olympic Games present obvious temptation for ambush marketers. Many non-official sponsors will engage in tactics and stunts to create the illusion that they are associated with the 2024 Games, when they are not. For example, a company may offer free branded swag to fans near an event venue that could be visible on TV broadcasts. Others may launch tongue-in-cheek marketing campaigns that allude to the event.

Ambush marketing is frustrating for those who have paid millions to become official sponsors, as well as detrimental to the event organisers as it diminishes the value of official sponsorship. Event organisers and rightsholders may find it difficult to find companies willing to pay the price for sponsorship if – in practice – non-sponsors are able to associate with the major sporting event or other events for free. It could also cross the line into IP infringement if official Olympic trademarks or copyright

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