All eyes are on Paris as the city hosts the 2024 Summer Olympic Games. The Olympics has a rich history dating back to 776 BC and modern revival in 1896, are not just a celebration of sporting excellence but also a showcase of innovation and creativity. However, behind the grandeur and excitement lies a complex web of intellectual property (IP) protections that safeguard the unique character and identity of the Games.
The Role of Intellectual Property in the Olympic
The Olympic Games are a global phenomenon, attracting billions of viewers and substantial commercial investment. To protect the integrity and exclusivity of the event, the International Olympic Committee (IOC) relies heavily on intellectual property rights. These protections extend to various Olympic symbols and identifiers, including the iconic five-ring symbol, emblems, flags, torches, and even the Olympic anthem.
Key Elements of Olympic Games IP Protection:
- Olympic Symbol and Emblems:
- The Olympic symbol, comprising five interlocking rings, is protected internationally by the Nairobi Treaty on the Protection of the Olympic Symbol. Countries that are signatories to this treaty are required to refuse or invalidate the registration and use of the Olympic symbol without the IOC’s authorisation. In the UK, similar protections are enforced under the Olympic Symbol, etc. (Protection) Act 1995.
- Design Registrations:
- The designs of Olympic torches and other unique elements are protected through design registrations, ensuring that these distinctive creations remain exclusive to the Olympics.
- Trademarks:
- The IOC has registered a vast array of terms and symbols as trade marks. These include not only “The Olympics” and “Olympiad” but also specific event-related marks like “Paris 2024”. This extensive trade mark portfolio prevents unauthorised commercial use and ensures that only official sponsors and partners can leverage the Olympic brand.
Simone Biles
- Gymnastics Moves: Simone Biles, has several gymnastics moves named after her, which are recognised by the International Gymnastics Federation (FIG). While these are not traditional IP protections, they establish her legacy in the sport.
- Trade marks: Biles has also filed for trade marks on her name and signature moves, which can be used for endorsements and merchandising opportunities.
Tom Daley
- Name and Signature: Tom Daley has trade marked his name “Tom Daley” for various purposes, including merchandise such as clothing, books, and fitness products. This allows him to control the use of his name in commercial contexts and ensure that products bearing his name meet his standards.
- Logo and Branding: Tom Daley has also developed a personal logo, which is used on his official merchandise. This logo is trade marked to protect its use and prevent others from exploiting his brand without permission.
Usain Bolt
- Trade mark Protection: Usain Bolt, the legendary Jamaican sprinter, has trade marked his signature “Lightning Bolt” pose. He has also protected his name and likeness, allowing him to use his brand for various endorsements and merchandise.
- Merchandise: Bolt’s trade marks have been used in products ranging from clothing and shoes to video games and other merchandise, ensuring that he benefits financially from his global fame.
Mo Farah
- MoBot Pose: British distance runner Mo Farah trade marked his “MoBot” victory pose, which he famously used after winning races. This move allows him to use the pose in marketing and merchandise.
- Brand Extensions: Farah has extended his brand into various endorsements and even his own line of fitness products and books, leveraging his protected IP to maintain his market presence.
Michael Phelps
- Brand and Name Protection: Michael Phelps, has secured trade marks for his name and related phrases like “MP” and “Michael Phelps Swim School.”
- Endorsements and Products: These trade marks allow Phelps to endorse products and services related to swimming and fitness, capitalising on his reputation and ensuring that he maintains control over his brand’s use.
Shaun White
- Trade mark and Brand: The American snowboarder and skateboarder has trade marked his name and nicknames like “The Flying Tomato.” He also launched his own clothing line and other products under these trade marks.
- Product Lines: By protecting his brand, White has been able to create and market a range of products, from clothing to snowboarding gear, ensuring that his name is synonymous with quality in his sport.
Importance of IP Protection for Athletes
These athletes have recognised the importance of protecting their names, images, and unique contributions to their sports. By securing trade marks and other forms of IP protection, they ensure that they can benefit from their hard work and global recognition long after their competitive careers have ended. This not only helps them financially but also allows them to maintain control over how their brand is used, preventing unauthorised or inappropriate associations.
Commercial Benefits and Licensing Programmes
The Olympic Movement is able to attract high-profile commercial partners because it’s protected its IP. The revenue generated from corporate sponsorships, broadcasting rights, and licensing deals is essential for funding the Games and supporting the development of sports worldwide. For instance, luxury brand LVMH has reportedly invested around £130 million to sponsor the 2024 Paris Olympic Games, highlighting the significant commercial value of the event.
The Olympic Licensing Programmes allow for the production of officially licensed products bearing the Olympic emblems and mascots. These programmes maintain high standards of merchandising, ensuring that the Olympic brand is represented by quality goods, enhancing its image and providing fans with authentic memorabilia.
Digital Media and Anti-Piracy Measures
In the digital age, protecting IP has become even more challenging. The IOC has embraced digital platforms to engage with audiences globally, especially younger demographics. However, this comes with the risk of online piracy. To combat this, the IOC uses advanced anti-piracy technologies and collaborates with major video-sharing websites and host country authorities to track and prevent unauthorised uploads of Olympic content.
By offering high-quality, freely available content across various platforms, the IOC reduces the incentive for piracy and ensures that fans can enjoy the Games legally and conveniently.
Risks and Pitfalls for Businesses
The strict enforcement of IP rights means that businesses must tread carefully when associating with the Olympic Games. Any unauthorised use of Olympic symbols, names, or similar signs can lead to legal challenges. For example, a UK florist and butcher were both required to stop using displays featuring the Olympic rings during the London 2012 Games due to lack of authorisation.
Even creative marketing campaigns can run afoul of these protections. Ambush marketing, where businesses attempt to capitalise on the event’s publicity without official sponsorship, is particularly risky. The famous case of Paddy Power during the London 2012 Games illustrates this point. The betting company cleverly advertised as the sponsor of a local egg-and-spoon race in a town called London, France. Despite the humour and ingenuity, the campaign faced legal challenges, underscoring the complexities businesses face when navigating Olympic IP laws.
Conclusion: Protecting Your Business
Understanding and respecting the IP protections surrounding the Olympic Games is crucial. Whether you’re a start-up or a developing business, infringing on these rights can lead to significant legal and financial consequences.
At National Business Register, we specialise in helping businesses protect their own intellectual property and navigate the complexities of IP law. From trade marks and design registrations to comprehensive IP protection strategies, we provide the expertise you need to safeguard your innovations and brand identity.
Let us help you ensure that your business remains compliant and protected, allowing you to focus on growth and success. Contact us today for a no-obligation discussion on how we can assist with your IP needs. Email Info@nbrg.co.uk or call 0800 069 9090.
