olympics in commercials

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Earlier this year, we posted updated guidelines about engaging in or accepting advertising or promotions that directly or indirectly allude to the Super Bowl without a license from the NFL or the Final Four Tournament without a license from the NCAA.  See here, here and here.  Now, it is time to think about these issues in the context of the 2024 Paris Olympics!

The guidance from our prior blog posts addressed the following subjects, and offered warnings about conducting any of these activities when tied to any trademarked phrase referring to events like the Super Bowl or March Madness:

  • Advertising that refers to the event or other associated trademarks;
  • Advertising that uses non-trademarked terms that will be understood by the public to refer to the event;
  • Conducting or sponsoring events and parties for viewing the event;
  • Sweepstakes or giveaways that use the name of the event as part of its name or offer prizes that include game tickets;
  • Offering “special” coverage relating to the event, accompanied by advertising;
  • Congratulatory advertising; and
  • Whether disclaimers will provide a defense to a claim.

The concepts advanced in those discussions apply equally to the Olympics, but the US Olympic & Paralympic Committee (USOPC), formerly the United States Olympic Committee (USOC), has a unique weapon in its arsenal, so there are additional considerations of which you should take note.

Ted Stevens Olympic and Amateur Sports Act

In addition to having trademark rights based on registration and use of its marks, the USOPC is the beneficiary of a special federal statute, the Ted Stevens Olympic and Amateur Sports Act, which grants it the exclusive right to use various words and logos commercially or in connection with an athletic event, performance or competition.  These marks include “United States Olympic Committee,” “Olympic,” “Olympiad,” “Pan American,” “Cities Altius Forties,” “Paralympic,” “Paralympic” and the symbol of the International Olympic Committee – the five interlocking, blue, yellow, black, green and red rings (shown below).

As a result, unlike other trademark owners, to make a claim against a third party’s use of a mark, the USOPC does not need to assert that the use of the mark is likely to create consumer confusion, dilute the distinctiveness of the USOPC’s marks or tarnish the USOPC’s marks.  If any of the marks are used, even in a context far removed from the events beginning in Paris this weeknd, liability can be found.  Only if the mark being used is similar, but not identical, to an Olympic insignia, must the USOPC show a likelihood of confusion.Continue Reading Ring! Ring! Ring! Ring! Ring!   It’s the Olympics Calling!

A few weeks ago, we wrote here about the risks of using in advertising and promotions the Olympic trademarks, symbols or marks that may suggest an association with the Olympic Games.  The Olympic Committee recently demonstrated just how serious it is about its marks, sending a letter to non-Olympic sponsor companies, warning them  that they “may not post about the Trials or Games on their corporate social media accounts,” and may not  use the “USOC’s trademarks in hashtags such as #Rio2016 or #TeamUSA” (presumably to protect the investments of Olympic sponsors).  According to ESPN, which obtained a copy of the letter, it goes on to say that a “company whose primary mission is not media-related cannot reference any Olympic results, cannot share or repost anything from the official Olympic account and cannot use any pictures taken at the Olympics.”  Apparel company Oiselle tested the waters earlier this month by posting a photo of athlete Kate Grace after winning the 800 meters at the trials, and was promptly contacted by USOC with a request to remove the pictures (the company opted to leave the pictures up but blurred any Olympic imagery).  So while media companies have some wiggle room to cover the news from Rio, non-media companies are essentially on an Olympic-sized lockdown.

This restrictive stance did not go unnoticed by comedian Stephen Colbert, who earlier this week took the Olympic Committee to the mat with a biting parody that pokes fun at the Committee’s militant protection of its trademarks.  Colbert’s routine, available here, cleverly turns the Olympic rings into five interlocking CBS symbols and introduces the show’s new summer sponsor, MUSA TEA.  After explaining that the tea is brewed “from the freshest mint in Morocco’s Musa mountains,” he encourages fans to share with family and friends by using the hashtag #TEAMUSA.
Continue Reading Stephen Colbert Brews Up a Parody on Aggressive Protection of Olympic Trademarks

Over the last several months, we have written about the risks of publishing ads or engaging in promotional activities that refer to the SUPER BOWL® or MARCH MADNESS® without first asking the NFL or the NCAA, respectively, for permission to use those marks.  With millions of viewers about to tune into the OLYMPIC® games in Rio this August, we similarly remind our readers that any Olympic trademarks, symbols or other branded content should not be used in advertising and marketing campaigns across any media platforms (on-air, websites, social media sites, in hashtags, apps, etc.) except by authorized advertisers.  And, for the reasons we discuss below, dealing with these marks deserve an Olympic-size dollop of caution.

We’ve written before (here and here) how Olympic sponsors pay big bucks for the rights to sponsor the Olympics, and to get exclusivity to associate their brands with the games. Thus, the sponsors guard their territory carefully, as do the Olympic organizations whose ability to stage the games is dependent on such sponsorship.  Numerous small businesses, nonprofits, and even individuals have been on the receiving end of cease and desist letters, including, for example, a knitting group that used the term RAVELYMPICS for a knitting competition, a charcuterie in Portland named OLYMPIC PROVISIONS, and a Philadelphia sub shop named OLYMPIC GYRO.
Continue Reading Avoiding Olympic Hassles – Trademark and Other Legal Protections Limit the Use of Olympics, Paralympics and Related Terms in Advertising, Marketing, and Promotions

I was fortunate enough to spend some time earlier this month in London, at the Olympics. While there, I noticed just how closely the Olympic venues were guarding against any advertising from any non-official Olympic sponsors. This article from the AP notes how even the restroom fixtures had tape covering all brand names to prevent the manufacturers from getting any Olympic tie-in. I witnessed the tape and had puzzled over it many times when in London. At Wimbledon, too, where the tennis finals were held, the drink Pimms Cup, a fixture at events there, was not available as Pimms had not shelled out to be an Olympic sponsor. Again, I can attest that we spectators had to instead drink “No 1 Fruit Cup” which, I am told, was the same beverage. The AP article talks about many other similar enforcement actions taken by Olympic committees, zealously guarding Olympic trademarks. These actions all contain a warning for broadcasters – be very careful using any Olympic trademarks, symbols or other branded content in advertising and marketing campaigns, or those of other big events where trademarks (or service marks, as trademarks are known where they apply to services as opposed to goods) limit the use of the name of the big event.

We’ve written before (here and here) how Olympic sponsors pay big bucks for the rights to sponsor the Olympics, and to get exclusivity to associate their brands with the games. Thus, the sponsors guard their territory carefully, as do the Olympic organizations whose ability to stage the games is dependent on such sponsorship. Thus, when a broadcaster is approached by a local car dealer, who wants to promote an “Olympics of Savings”, or a local gym that wants to show in its commercial its exercise facilities with the Olympic rings hanging over a bank of treadmills, don’t do it, as there could be consequences far beyond the advertising revenues that you receive. And don’t plan your own WXXX Hometown Olympic festival, as that also could bring issues from the Olympic “police.”  (see this video on one local festival that confronted this issue from Comedy Central’s the Daily Show, not the first time that Comedy Central has explained trademark law -see our reference to a Colbert Report story dealing with the same question at the Winter Olympics).  And the Olympics is not the only event over which you should have this concern.Continue Reading The Olympic Trademark Reminder – Be Careful Using The Names of Big Events Without Permission

With the Super Bowl and the Winter Olympics less than 2 weeks away, and March Madness not far behind, we once again need to remind our readers that all three are trademarked terms, meaning that their use, particularly for commercial purposes, is limited.  We’ve wrote here last year about the use of the term "Super Bowl" in commercials, and about the use of "Olympics" two years ago (here).  Our warning then bears repeating now – the trademarked terms should not be used in commercial messages except by authorized advertisers.  These advertisers have paid big bucks to be able to say that they are an Olympic sponsor, or that they are having a Super Bowl sale.  The holders of these trademarks enforce them rigorously (so that they can get the big bucks from the official advertisers), so don’t risk their use without official permission.  See our Super Bowl post from last year for details on how to refer to these events without running afoul of trademark limitations.

As we wrote last year, this does not prevent all use of these terms.  News reports about the events can still be given.  DJs can still chat about who is going to win the Super Bowl, or about the latest judging controversy in Ice Dancing at the Winter Olympics.  But don’t try to commercially exploit these terms (e.g. saying that you are "Springfield’s March Madness station") unless you have really paid for the rights to use the trademarked term.  Be careful, as a cute promotional idea can end up costing your station far more than you intended. Continue Reading Remember “Super Bowl”, the “Olympics” and “March Madness” Are Trademarked Terms – Don’t Use Them In Advertising Without Permission