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As one of the world’s most recognisable symbols, the Olympic rings are an invaluable asset for the Olympic Movement, with the IOC able to offer its marketing partners an exclusive association with the Olympic brand in return for their support.Any attempt to use the Olympic symbol without permission therefore reduces the value and integrity of the brand and directly impacts the Olympic marketing programmes, diminishing their ability to generate revenue that is redistributed by the IOC to support athletes and sports organisations at all levels around the world.In order to protect the value of the brand and honour the exclusive partnerships on which the Olympic Movement’s commercial programmes are based, the IOC works with Organising Committees and National Olympic Committees to take action against any unauthorised use of the Olympic symbol and issues clear guidelines to ensure that its integrity is maintained every time it is used.Protecting the Olympic Brand“Our marketing partners are the pillars on which the Olympic Movement is funded and we therefore need to ensure that their exclusive commercial rights are protected.”Timo Lumme, Managing Director, IOC Television and Marketing ServicesPROTECTING THE OLYMPIC BRAND135