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“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. Ambush marketing is a serious threat that can impact not only the success of the Olympic Games, but also the essential support offered to athletes and the development of sport throughout the world.”Timo Lumme, Managing Director, IOC Television and Marketing ServicesThe Olympic symbol is one of the most universally recognised brands, representing the Olympic values of Excellence, Friendship and Respect. It is also one of the most valuable assets of the International Olympic Committee’s marketing programmes, which rely on offering official partners an exclusive association with this brand.Any attempt to use the Olympic symbol without permission reduces the value and integrity of the brand. This 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.Protecting the Olympic Brand58 / IOC MARKETING: MEDIA GUIDE