branding

Going for the Olympics Marketing Gold? You Might Be in Legal Trouble

Going for the Olympics Marketing Gold? You Might Be in Legal Trouble

If there’s one event that brings nearly the entire world together—sorry, Russia!—it's the Olympics. Held this year in Rio de Janeiro, the financial benefits of playing host are not lost on Brazil. This means that, much like the world's Olympic boxing teams, the International Olympic Committee came out swinging hard against unauthorized marketing associations known as “ambush marketing.” The marketing world is objecting to a particularly aggressive tone from the International Olympic Committee (IOC) for perceived copyright infringement prior to this year's games, including "pre-game” cease-and-desist letters sent to large companies that may be tempted to co-opt Olympic popularity. Some industry pundits have gone so far as to call the IOC “ruthless” in its efforts to protect the “Olympics Brand.”  Such ruthless tactics include banning the use of popular hashtags.