Brands Face Legal Hurdles Ahead of 2016 Summer Olympics

Although the 2016 Summer Olympics are one year away, official sponsors of the games are already making million dollar plans to advertise their brand to a global audience. However, there are always instances of brands that do not pay to be an official Olympic sponsor, yet they give a false impression of being associated with the games. As a result, the Olympic Committee has strict rules in place to ensure official sponsors get the exclusivity they expect and to keep non-sponsors from reaping the benefits. Corporate Counsel contacted Finnegan attorney Danny M. Awdeh to discuss how the Olympic Committee is combating non-sponsors that try to align themselves with the games.

In Brazil, where the 2016 games will be held, The Olympic Act was put in place to go beyond standard trademark law. The Olympic Act prohibits non-sponsors from using the Olympic rings symbol, medals, and athletes in any advertising. There are also restrictions on how large the logos of non-sponsors can be on things such as headgear, shoes, and other apparel. Awdeh said, "Be mindful of the regulations. It's natural that companies want to advertise around the Olympics, and they need to be prepared and careful that they don’t run afoul of the law." He also said, "[Official] sponsors are closely monitoring print and broadcast media and the Internet. They are putting a lot of money into the Olympics, and they have a lot of eyes watching."