Intellectual Property is a very important aspect of the Games. In addition to the traditional logos and emblems which have been protected for a number of years, each Olympics sees the introduction of new marks and symbols.
For this year in Paris their marks include the official emblem, mascot, pictograms, cauldron and other identifications, designations, logos and insignia, examples of which are set out below:
These are in addition to the iconic branding which we all know which are the Olympic rings and Paralympic logo:
In UK these are covered under the Olympic Symbol etc (Protection) Act 1995 and the London Olympic Games and Paralympic Games Act 2006. Along with other mottos and words such as The Olympic motto (‘Citius, Altius, Fortius’ which means ‘Faster, Higher, Stronger’), the Paralympic motto (‘Spirit in Motion’), and the words ‘Olympic(s)’, ‘Paralympic(s)’, ‘Olympian(s)’, ‘Paralympian(s)’, ‘Olympiad(s)’ and ‘Paralympiad(s)’.
The UKIPO will object to any trade mark applications for marks filed which are the same or similar to the registered marks or which are likely to create an association with those protected signs in the mind of the public.
In addition to trade marks, there are also designs, copyrights as well as broadcasting rights. These rights are held by the International Olympic Committee (IOC).
Risks for Businesses
Improper use, misappropriation or unauthorised use of the the trade marks or other intellectual property will constitute infringement and the IOC will take action when they see issues. This can be by putting these logos or symbols on your goods, or promoting your goods with reference to the event. It can even include social media posts or online articles.
The IOC gather high revenue from having official sponsors and licencees and the revenue created from the Paris Olympics is estimated to be over £1 Billion.
It can be very tempting for companies or individuals to make reference to the Olympics or Paralympics in their marketing (so called ambush marketing) but this comes with risks. These companies or individuals could be seen as taking unfair advantage of the IOC branding by suggesting an association with the IOC (international Olympic Committee).
Use of any Intellectual Property of the IOC should be avoided without authorisation.
However with some creativity there are opportunities available.
Please contact us for any specific advice.