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ARTICLE · 07 AUGUST 2024

IP Ingredients, Part 19: Biting Into The Olympic Games

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The ongoing Paris Olympics offer prime marketing opportunities for food and drink brands, but navigating strict trademark regulations and avoiding ambush marketing is crucial. Official sponsorships provide legal brand association, while non-sponsors must ensure creative, compliant campaigns.

United KingdomIntellectual Property
Tanya Waller
Tanya Waller
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The Olympic Games, currently ongoing in Paris as I write, is one of the most prestigious global sporting events and a prime marketing opportunity, one which food and drink brands have frequently taken advantage of.

However, with the opportunity comes a level of risk that companies need to navigate to avoid falling foul of the legal protection afforded to the Olympic Games and laws around ambush marketing.

Protection afforded to the Olympic Games

The UK Trade Mark Act 1994 provides a special provision under Section 4(5) 'Specially Protected Emblems' which states that a trade mark that consists of or contains a controlled representation within the meaning of the Olympic Symbol etc. (Protection) Act 1995 shall not be registered unless it has been applied for by someone authorised by the relevant Olympic association or with their consent.

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