It cannot have escaped your attention that the Summer Olympic Games will start this 26 July in Paris, followed by the Paralympic Games on 28 August 2024. We've recapped the main IP dos and don'ts below to help you prepare your branding strategy for this important global event.
While the Olympic and Paralympic Games are first and foremost about sporting prowess, behind the scenes, complex commercial interests inform the use of the names, logos and other associated branding assets. As trademark professionals will know all too well, it's vital that the owner(s) of the Olympic brands, including the world-famous rings, can protect and enforce their rights to these iconic international symbols. Companies seeking to capitalise on the Olympics buzz need to be aware of the rules and regulations to benefit from the event's popularity without infringing the organiser's IP rights. Start preparing your branding now with the help of our handy dos and don'ts and get additional insights and advice by registering for our webinar!
- Don't: Use protected brands, slogans, logos and direct references
- Do: Respond to sporting performance in a creative and non-commercial way
- Don't: Include direct and indirect partnership implications
- Do: Research your options if you sponsor or are associated with an athlete
Finally, do consult an expert for advice on IP and the Olympics
Since the regulations are complex, it is wise to consult an expert before launching any Games-related branding and marketing activities.
With the right advice, you can sit back and relax the beautiful sporting performances – and IP surprises – at this year's event.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.