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Ambush MarketingThe IOC and its partners in the Olympic Movement take the threat of ambush marketing1 very seriously. Its aim is to protect the integrity of the Olympic properties marks (including the Olympic symbol), the Olympic Games, and the investment of its official partners. Without the revenue and support of Olympic broadcasters and marketing partners, the Olympic Games would simply not happen.The IOC works on a market-by-market basis with the National Olympic Committees and Organising Committee before each Games to educate each market and companies about who the official partners are and why ambush marketing is detrimental to the Olympic Games. Where there is an infringement, the IOC takes a pragmatic approach to ensure there is an appropriate response. When there is a concerted effort to create an unauthorised commercial association with the Olympic Games or the Olympic properties marks then it will take swift action.Rio 2016 Brand Protection ProgrammeIn order to support marketing activities and stop any unauthorised association with the Olympic Games Rio 2016 and/or the official brands, the Rio 2016 Organising Committee has implemented an extensive brand protection programme, involving the following measures:Education and EngagementRio 2016 has developed a series of practical and operational brand protection guides designed to educate all stakeholders regarding the brand protection rules. It has also held various training courses and workshops for different target audiences, and it maintains a relationship and service channel to answer people’s queries (protecaoasmarcas@rio2016.com).Activation of Marketing Rights The Olympic marketing partners have the right to communicate their association with the Olympic Games Rio 2016 by using the Olympic symbol and the Rio 2016 brand. However, they must 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 review all activation materials produced by official partners in order to ensure that they comply with usage policies and rules.1 Direct and/or indirect unauthorised association with, exploitation or promotion of, the Olympic Properties and/or the Games