The Olympics is the biggest sporting event in the world, with London 2012 on course to achieving record-breaking viewing figures across the globe.
The Olympic brand is widely recognized and is, therefore, a significant and highly valuable asset of the Olympic Movement.
The London 2012 Olympics will be remembered for its particularly aggressive stance on brand protection with new laws being passed – the Olympic Symbol etc. (Protection) Act 1995 (OSPA) and the London Olympic Games and Paralympic Games Act 2006.
These laws stand alongside existing copyright, trademark and other intellectual property laws and create a new ‘Unauthorized Association’ Law for the protection of the Olympic brand.
Olympics Sets New High for Brand Protection
Collectively, the brand encompasses a variety of names, phrases, logos and designs, known as the ‘Games’ Marks’.
The legal protection is necessary to preserve the commercial value of the brand and to bestow upon authorized sponsors and licensees of the Games exclusive rights to use the Olympic brands.