Mumbrella Sports Marketing Summit podcast: How to crash the Olympics and not get sued

It’s one of the world’s most tightly controlled brands but for many marketers the Olympic Games is a global event offering massive exposure.

Unfortunately for non-sponsor brands, Australian and Olympic legislation has created myriad barriers and penalties forbidding companies from even implying an association with the Games, the athletes, and for using ‘protected’ words such as ‘Olympics,’ ‘faster’ and ‘stronger.’

Led by Simone Blakers, managing director of Society Australia, and Stephen von Meunster, principal at Von Meunster Solicitors & Attorneys, this session at Mumbrella’s Sports Marketing Summit on July 28, provides tips and advice to brands hoping to successfully ‘ambush market’ the biggest sporting event on Earth.

Divided into two sections, the sessions consist of: 1. Lawyer Stephen von Meunster explains what you can and can’t do legally as a brand; and 2. marketer Simone Blakers reveals how brands can work within the law, and around it, to take advantage of the global audience and media hype that surround the Games.

Timeline: 

• 2:30 Understanding Australian Consumer Law
• 4:00 What is misleading and deceptive conduct?
• 8:15 What you need to know about as an ambush marketer in the Olympic context
• 10:38 The exception to the Olympic act
• 11:12 Telstra: A case study
• 17:21 Why would you want to crash the Olympics?
• 18:14 What you should be trying to achieve as a marketer
• 20:10 Reactive marketing vs. real time marketing: Techniques and considerations
• 22:20 Case study: Nike and London 2012 Olympics – A sponsored ad
• 25:23 Tactics of non-sponsors – a series of mini case studies
• 34:54 Question time

topics law Marketing Olympics Rio 2016 Rio Olympics Society Australia Sports marketing summit Von Meunster Solicitors & Attorneys

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