Olympic Games 2012 - Danger Of Using Olympic Brand

As the London 2012 Olympics draw closer and preparations are under way, so too are actions against businesses that falsely represent an association with the Olympic brand.

As the £2 billion cost for staging and hosting the Olympic Games is being met by private sponsorship, it is no wonder sponsors are keen to ensure they have an exclusive right of association with the Games. The London Organising Committee for the Olympic Games (LOGOC) is demonstrating a proactive approach in asserting its rights in relation to the Olympic brand, both to protect its valued sponsors and the prestige of this iconic brand.

In addition to traditional forms of protection (for example, through registered trade marks), the Olympic brand further benefits from the London Olympics Association Right. This right is infringed by the use in trade of any representation (for example, a brand, slogan or logo) in a manner likely to suggest to the public there is an association between the London