This increasing trend towards protection of intellectual property and sponsorship rights is reflected in the Rio 2016 Brand Protection Guidelines: The official partners that associate themselves with the Games, mainly due to their belief in the philosophy contained in the Olympic and Paralympic ideals, will add great value to the construction and strengthening of the brands, products and services. Please contact [email protected] Article 8 of Brazil’s Olympic Act extends protection to the use of terms and expressions that would cause undue association with the Rio 2016 Games or the Olympic Movement. Who knows what lies in store for this year’s Olympic Games? At the time of the Vancouver Olympic Games, such expressions included: Games, 2010, 21st, Tenth, and Medals, among others. Section 4(1) of OMPA, for example, provides that during the prescribed period, persons may not “in association with a trade-mark or other mark, promote or otherwise direct public attention to their business, goods or services in a manner that misleads or is likely to mislead the public” into believing: Schedule 3 of OMPA provided a list of expressions that were used to determine whether a person had engaged in ambush marketing contrary to Section 4(1). As Nike’s man through and through, Jordan not only took the platform to receive a gold medal for himself but also for Nike. Erklärt: Die besten Ambush-Marketing Beispiele. Ambush marketing or guerrilla marketing is a term used to describe a brand which connects itself to a particular event without paying any sponsorship fees to be an official sponsor. The first notable instances of ambush marketing occurred between the 1984 Summer Olympics in Los Angeles, and the 1988 Summer Olympics in Seoul. Every dig inspires their audience to step outside of official boundaries and to challenge the very definition of success. Given its broad and far-reaching coverage, the Olympic Games are an invaluable tool for companies seeking to advertise their products or services to billions of consumers across the world. The next generation search tool for finding the right lawyer for you. THANKS!! International Olympic Committee (1997) Olympic Marketing Research Analysis Report , … Questions? Power up your legal research with modern workflow tools, AI conceptual search and premium content sets that leverage Lexology's archive of 900,000+ articles contributed by the world's leading law firms. Ambush Marketing , Sponsoring , Olympia , Olympische Sommerspiele: Freie Schlagwörter: Sportmarketing Sport marketing , Sponsorship , Olympics: Weitere beteiligte Personen: Nufer, Gerd Bühler, André (Hrsg.) Whatever it is, it’ll be world-class. While the above information presents some examples of the types of activities that may fall under the broad umbrella of “ambush marketing,” the definition of “ambush marketing” is constantly changing and expanding. Successful host city bids are now required by the International Olympic Committee to put in place appropriate legislation that protects against ambush marketing. Ambush marketing is generally understood as an attempt by a company to capitalize on the popularity of a major event by associating itself or its products or services with the event without having paid the fees to become an official sponsor or partner. You are the victim of ambush marketing – What do you do? And, Nike are the unofficial masters of it. Revenue generated by commercial partnerships accounts for more than 40% of the Olympic Games revenues (The Olympic Partner Programme). When it comes to the Olympics, marketing is never business as usual, as lawyer Stephen von Muenster explains. Ambush marketing generally falls within two categories: Although seemingly harmless, ambush marketing is detrimental to various parties for many reasons – most notably for its negative impact on corporate sponsorship. The advert is perhaps their most successful Olympic ambush so far. What’s more, last year Johnson tweeted “Bringing the gold shoes back” saying he had just wrapped up shooting a new Nike advert.