Why can't the word Olympics be used?
pine patent
July 30, 2024
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The 2024 Olympics are in full swing, but the word Olympics doesn't seem to appear well on TV or internet marketing. The word “Olympics” has become difficult to find on TV and the internet, and it is being replaced by expressions such as “PARIS NOW” on domestic portals. This is not just a coincidence, Strong legal protection for the 'Olympic' brandIt is a phenomenon reflecting Let's take a closer look at the background, meaning, and impact of this phenomenon.
The word “Olympics” means more than just a sporting event. It is a symbol of global harmony and peace, and a brand with enormous cultural and economic value. The Olympics is a large-scale international event led by the International Olympic Committee (IOC) and the Olympic Committees of each country. It is not just a collection of sporting events, but an important cultural event that symbolizes harmony and peace around the world.
Because of this importance, the word “Olympics” and other related symbols are subject to much stricter legal protection than general trademarks. Olympic logo, five-wheeled aircraft, official slogan and motto, olympic mascot All of these are also subject to legal protection. This is due to its special significance and importance as a nationally led international event beyond simple legal protection.
Each country's special laws relating to the Olympics
Countries protect this by enacting special laws related to the Olympics. These laws apply stricter regulations than general trademark laws to prevent the illegal use of Olympic trademarks and symbols. Let's look at a few examples:
Protecting the word “Olympics” is essential to maintaining the brand's value and trust. To this end, the Olympic Committee has applied for and registered a trademark called the Olympic Games in addition to protection under each country's special laws.
The need to protect the Olympic brand Economic aspectsIt also stands out. The Olympics Relay fees, sponsorships, and license revenue It creates enormous economic value through, etc., and is an important financial resource for tournament management and sports development.
For example, 2016 Rio OlympicsFrom to, IOC lost revenue from relay fees $4 billionMedicine through sponsorship 1.2 trillion wonI earned it. These profits Basic funding for the operation of Olympic games, athlete support programs, and sports developmentIt is used as
To protect this economic value, the IOC and national Olympic Committees strictly regulate the unauthorized use of Olympic brands. In particular, regulations on commercial use are strict, in order to protect the rights of official sponsors and maintain the value of the Olympic brand.
However, despite these strict protection policies, challenges such as 'Ambush marketing' continue. Ambush marketing is a strategy where companies that are not official sponsors aim for marketing effects by cleverly using images or phrases related to the Olympics.
A typical example is Beats by Dre's strategy at the 2012 London Olympics. The company distributed customized headphones designed in the colors of each country's national flag to athletes, and the athletes were required to wear them during the competition. Because of this, Beats appeared naturally associated with the Olympics, and was able to raise brand awareness without directly violating regulations with official sponsors.
To respond to this Ambush marketing, the IOC and national Olympic Committees are using various strategies. While strengthening legal sanctions, efforts are being made to increase the value of sponsorships by providing more benefits to official sponsors.
With the advent of the digital age, Olympic brand protection is facing new challenges. particularly The problem of unauthorized use on social mediais emerging, and there is an urgent need to prepare countermeasures against it.
On social media platforms, from content voluntarily created by users Unauthorized use of the word “Olympics”The possibility of becoming one has increased. For example, selfies taken by athletes are uploaded to social media, and some companies may use Olympic terms without permission through PPL ads.
To address this, the IOC is strengthening its brand protection strategy on digital platforms. Efforts are being made to strengthen social media monitoring and establish a rapid response system to digital copyright infringement.
Meanwhile, the IOC is providing various marketing benefits to official sponsors. There were changes at the 2024 Paris Olympics. In the meantime, athletes were prohibited from bringing in any personal items, including mobile phones, at the Olympic awards ceremony, and only official Olympic media were able to photograph the podium from a distance.
However, after receiving medals at the 2024 Paris Olympics, athletes were able to shoot their own moments of glory using the Galaxy Z Flip 6 according to permission provided by the IOC to Samsung, the official sponsor. While this provides exclusive marketing opportunities for sponsor companies, it also provides players with a unique experience.
These changes New marketing strategies for the digital ageAs part of, it can be an effective way to increase the value of official sponsors and respond to Ambush marketing.
Even if you're not a sponsor, that doesn't mean you can't use the term Olympics at all. non-commercial use, i.e. personal, educational, or noncommercial purposes other than to make a profitThe word “Olympics” can be used when used as.
For example, News reports or educational materialsIt is permitted to mention the Olympics in Also, individuals on social media Share your impressions of the Olympic GamesIt's also possible to do it. However, care must be taken to ensure that such use does not deteriorate for commercial purposes or damage the image of the Olympics.
In conclusion, the intellectual property protection of the word “Olympics” goes beyond a simple legal issue and is an important means of protecting the value of global brands. In order to protect the credibility and uniqueness of the Olympic brand, intellectual property protection will continue to play an important role.
In the future, the IOC and national Olympic Committees are expected to strengthen various legal and strategic measures to protect the term Olympic Games. In particular, with the advent of the digital age, brand protection online will become an even more important challenge.
