What brands need to know about creating content and promotions during the Paris 2024 Olympic Games

This article discusses how to avoid creating content and marketing campaigns which fall foul of ambush marketing regulations, at, and around, the Olympic Games.  The author provides analyses some straightforward steps that brands can take when creating content around the time of the Olympic Games to avoid creating an unwanted association with the competition.

Article Highlights

• Why is ambush marketing problematic?
• How do the Olympics protect against ambush marketing?
  • Intellectual Property Rights
  • Resources from the Advertising Standards Agency
  • Legislation
  • Nairobi Treaty on the Protection of the Olympic Symbol
• Brand protection is a balancing act
• Points to note when publishing content around big events
• How can brands avoid falling on the wrong side of ambush marketing?

The Paris Olympic Games this summer have been receiving record viewership figures^[1]. Whilst spectators have been focused on the battles for medals on the track and field, in the background, the Games will most likely have several legal battles to protect its valuable brand.

It has been reported that over 3 billion people tuned in globally to watch the Tokyo Olympic Games on television, with such high viewing figures it is clear to see why brands would be interested in creating marketing content relating to the Olympics^[2]. However, not all marketing is treated equally and brands who are not official Olympic partners may fall foul of carrying out ambush marketing and infringing Olympic intellectual property rights which could result in legal action against them.