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Activation of Marketing RightsThe Olympic marketing partners had the right to communicate their association with the Olympic Games Rio 2016 by using the Olympic symbol and the Rio 2016 brand. However, they were required to follow certain rules in order to guarantee its appropriate usage and preserve the value and integrity of the official brand. The IOC and Rio 2016 therefore reviewed all activation materials produced by official partners in order to ensure that they complied with usage policies and rules.Monitoring Programme Implemented to guarantee protection for the rights of official Rio 2016 marketing partners and licensees, the monitoring programme aimed to identify any ambush marketing or piracy activities. Licensed Products One of the success factors of the Rio 2016 Licensing Programme was the monitoring programme implemented by the Brand Protection team, together with the public security authorities, in order to curb and fight the sale of counterfeit Rio 2016 products. In addition, the licensed products were covered by a special identification system featuring Rio 2016 holographic seals, tags and labels developed to prove the authenticity of official products and provide security information. This system also combatted counterfeit products through online brand protection measures.Ticketing Besides monitoring ambush marketing and unofficial products, the Brand Protection team was also responsible for the global monitoring of ticket sales, supported by an online monitoring agency, to ensure the programme’s success. Clean Venue Policy Unlike other major sporting events, the Olympic Games operate a “clean venue” policy. The aim of this policy is to prevent any commercial, political or religious advertising at Games venues, guaranteeing that the main focus is on athletes and sport. Rio 2016 and the IOC focused their brand protection action at Games-time on ensuring compliance with the clean venue policy in venues and guaranteeing that the operational rights of marketing partners were respected.Out-of-home advertising The out-of-home (OOH) advertising programme was designed to secure outdoor media properties in the Rio 2016 host cities (Rio de Janeiro, São Paulo, Belo Horizonte, Manaus, Brasília and Salvador) for the official marketing partners, therefore avoiding any ambush marketing opportunities. PROTECTING THE OLYMPIC BRAND137