How to avoid breaching Olympic Games marketing guidelines
When it comes to protecting their branding, nobody is as overzealous as the International Olympic Committee.
Rule 40 is a by-law in the Olympic Charter that decrees that only approved sponsors can reference what is known as “Olympic-related terms”, including the rings, any mottos, insignia, anthems, all the way down to the Eiffel Tower if the Games happen to be taking place in a city with such a structure.
The rules and restrictions are wide-ranging, confusing, and — if you were hoping to cash in on the Games with a bit of related marketing, perhaps something referring ‘Olympic-sized sales’, or ‘Going For Gold’ — then IOC’s Rule 40 could land you in a lot of trouble.
But fear not, fellow Olympians® ™©, Adam Boote, director of growth at Localsearch is offering up the below tips on how to get in on the Olympic spirit, without being disqualified before the race begins.
This advice is for non-Olympic partners only – Samsung, Coca Cola, proceed as usual.
What You Can Do:
Celebrate National Pride: Engage in campaigns that promote national pride and the spirit of competition, without direct references to the Olympics.
Leverage Universal Themes: Focus on themes like perseverance, teamwork, and dedication in your marketing efforts.
Use Alternative Media: Employ social media, content marketing, and influencer partnerships to share stories that resonate with the values of the Olympics, without breaching the official trademarks.
What You Can’t Do:
No Use of Olympic Properties: You cannot use official Olympic symbols, terms like ‘Olympic’, or any imagery that is directly associated with the Olympics. Yes, this includes the Olympics rings…
Avoid Implied Associations: Your marketing should not imply any association or partnership with the Olympics, unless you are an official sponsor.
Steer Clear of Ambush Marketing: This involves marketing that capitalises on the Games’ popularity by creating an illusion of association with the Olympics.
Restrictions on Social Media: Overusing Olympic-related hashtags or content to suggest an affiliation with the Olympics is prohibited.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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The recent AAMI campaign is a great example
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