London Olympics 2012 - Restrictions on Marketing Strategies

London is hosting the Olympic and Paralympic Games in 2012. Clients who wish to associate their products or services with national teams and sporting success must proceed with caution to avoid intellectual property rights being infringed. The London 2012 Organising Committee must be able to give its sponsors an exclusive association to London 2012 and the Olympic and Paralympic movements in the UK. Legislation prevents non-sponsors from undertaking unauthorised activities which damage the sponsors’ exclusive rights in certain words and images associated with the Games. This note discusses the need for brand protection, identifies the protected Games' marks, provides information on how they are protected, when they can and cannot be used and the penalties for infringement.


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