Skip to content

It looks like we may have content for your preferred language. Would you like to view this page in English?

Officials Try Controlling Olympic Brand

Official sponsors of the 2012 Olympics reportedly spent billions of dollars to associate their brands and products with the London Games. To protect the investments of its commercial partners, sponsors and supporters, the International Olympic Committee imposes strict limitations and sanctions aimed at preventing the marketing efforts of "unofficial" advertisers. This article outlines the rules and regulations governing marketing and advertising associated with the Olympic Games, and provides an in-depth look at Rule 40, the controversial new rule that prohibits the promotional use of names and images of athletes for a blackout period during the games and for three days after the closing ceremonies.
This article was first published in the September 11, 2012 issue of the Chicago Daily Law Bulletin. Permission for article reprint has been granted.

Douglas N. Masters is a partner in Loeb & Loeb LLP's Chicago office, where he litigates and counsels clients primarily in the areas of intellectual property, advertising and unfair competition. He is deputy chair of the firm's Advanced Media and Technology Department and co-chair of the firm's Intellectual Property Protection Group.

Seth A. Rose is an associate in the firm's Chicago office, where he counsels clients on programs and initiatives in the fields of advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media.