Advertising rules during the Olympics: What brands need to know

As the Paris 2024 Summer Olympics approach, it’s essential for brands looking to sponsor athletes to understand the strict rules and regulations governing Olympic advertising. This guide breaks down the key points to ensure your marketing efforts comply with International Olympic Committee (IOC) guidelines and take full advantage of this global event.

Understanding the Olympic Properties

The IOC protects various elements of the Olympic brand under international intellectual property rights. These include specific words and phrases like “Olympic Games,” “Olympic torch,” and “Paris 2024,” logos and emblems, most notably the Olympic rings, and certain footage and images associated with the Games.

What are the Olympic Properties?

As outlined in Rule 7 of the Olympic Charter, Olympic Properties encompass the Olympic symbol, flag, motto, anthem, and any creative works related to the Games. These elements are protected by international treaties and national laws, granting the IOC and respective National Olympic Committees (NOCs) exclusive rights to their commercial use.

Commercial and Promotional Use

Commercial use: This involves using Olympic Properties to manufacture or market goods and services for financial gain. Examples include creating new clothing lines featuring the Olympic rings or selling Olympic-themed merchandise like pins and diaries.

Promotional use: This refers to leveraging Olympic Properties to advertise goods, services, or events, even if there’s no direct financial gain. Examples include using Olympic imagery for fundraising events or special product offers.

Prohibited Actions:

• Manufacturing or branding products with Olympic Properties.
• Using Olympic imagery or terminology in any form of advertising or communication.
• Editing or modifying Olympic Properties for product creation.
• Promoting events or products using Olympic Properties.
• Registering trademarks or domain names containing Olympic-related terms.
• Associating Olympic imagery with political or religious symbols.

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Rule 40: Blackout Period and Advertising Restrictions

What is Rule 40?: This rule restricts the use of athletes’ names and images for advertising during the Olympic Games. It aims to prevent over-commercialization and maintain the focus on athletic excellence and unity.

Blackout Period: This period lasts from nine days before the opening ceremony to three days after the closing ceremony. During this time, only official Olympic sponsors can advertise using Olympic Properties.

Advertising Rules for Non-Olympic Sponsors:

• Campaigns must not connect directly to the Olympic Games.
• Advertisements must be in the market for at least 90 days before the Games.
• Campaigns should remain consistent and not increase during the Games.
• Advertising must be generic and comply with IOC and NOC policies.

How can brands feature sponsored athletes or evoke the Olympic spirit while staying compliant?

Brands sponsoring athletes must navigate these restrictions carefully. Here are a few strategies:

• Highlight Non-Olympic Achievements: Focus on the athlete’s recent successes and records outside the Olympics.
• Plan Post-Olympics Campaigns: Secure advertising deals and activations after the Games, capitalizing on the athlete’s Olympic performance.
• Prepare in Advance: Collect and bank comments and materials from athletes before the Games to use during the blackout period.

Furthermore, consider the following suggestions to evoke the Olympic spirit without using protected properties and avoid copyright infringements. You can create sports ads highlighting competition, excellence, and teamwork—core characteristics of Olympism. Use iconic Paris locations to set the scene for your campaigns, leveraging the beauty and culture of the host city without directly mentioning the Games. Additionally, showcases inspiring stories and athletes’ achievements to allude to the values represented by the Olympic Games, such as perseverance, unity, and respect. This way, your brand can connect with the event’s excitement and spirit without using protected symbols or terms.

Conclusion

Understanding and adhering to these rules is crucial for brands that leverage the Olympic Games for marketing. By following IOC guidelines, respecting Rule 40, and planning strategically, brands can effectively showcase their sponsored athletes and create impactful advertising campaigns. For more detailed insights on crafting successful Olympic marketing campaigns, check out our comprehensive article with 24 key strategies.