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01 August 2024

Who owns the Olympics? How Intellectual Property supports Olympic excellence

The greatest sporting show on Earth has begun, as Paris has now officially launched the XXXIII Olympiad, the third time the City of Light has hosted the summer Olympic Games. The expected hype that goes with the most famous sporting spectacle in the world has not disappointed. Nor yet are the hopes of the many Olympians eagerly awaiting their chance to mount the podium in gold and glory. 

The image of the Olympics has attained the true status of iconic - a word that is entirely accurate for the values and memories of millions. How can its magic be bottled or valued? We all have experienced that uniqueness, and we even own a tiny part of it. Who would not buy a badge or a memento to mark the celebration? 

The ‘bottling’ and ‘packaging’ of sporting stardust is down to one thing, its intellectual property (IP). The International Olympic Committee (IOC) who oversee, organise and promote the games worldwide understand this entirely, and harness IP for the broader movement’s benefit: it is their own powerful asset, monetised to benefit sporting participation around the world. 

So, what exactly is it? How do you ‘sell’ the Olympics? 

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Olympic IP Rights

The most recognisable emblem of the Olympics would have to be the five famous Olympic Rings. First created in 1913, they represent the five continents of the world, incorporating all the colours of the flags of nations who compete. Pierre de Coubertin, one of the co-founders of the modern Games, drew and coloured the original by hand. 

Today the rings are a trade mark, and visually represent all that the Olympics stands for. Being able to use them is to be officially associated with the IOC and its movement. That has real value. 

However, it is not only the famous rings that are owned and carefully managed; there are Olympic phrases too. Would you like to use the word Olympian in your marketing campaign? Best not to, because the IOC owns the commercial usage of that word. As well as the words: Olympic(s), Olympic Games, Youth Olympic Games and Olympic torch, among many others associated with the games.  

Many more even include slogans. Faster, Higher, Stronger – Together, the most famous phrase for the games. 

Olympic ‘Property’ 

These trademarks among its many other designs and creations are regarded as the IOC’s properties. The IOC defines its properties in its Olympics Charter as those things that ‘refer to the Olympic symbol, flag, motto, anthem, identifications (including Olympic or Olympic Games), and any musical, audio-visual or creative works created in connection with the Olympic Games.’ 

It’s not only the trade marks it owns, but emblems, mascots, torches, posters and pictograms (an image or symbol used to represent words or ideas). The peripheral design assets also carry the spirit and memory of each Olympiad. I know this myself, as I owned a badge from the 1984 Los Angeles Olympics that my dad brought back on a business trip. That’s the reason I remember those games being so young (as well as the 84 glitzy grand pianos playing in unison at the opening ceremony – one to look-up). 

The other IP rights of copyright and registered design are part of the IP package of protection and utilised fully by the IOC. Another piece of favourite memorabilia is old Olympic Posters. Looking at how the designs have changed over the 20th century and into the 21st is a visual lesson in the evolving look and styles of the advancing decades.  

These are just a few of the multiple properties that are utilised for best commercial impact. You can see the various kinds they own on the IOC’s page, dedicated to managing their IP assets. 

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Laws and treaties supporting the Olympics' IP 

There is also something unique about how the IP rights of the Olympics are enforced. Many countries around the world (the UK included) have adopted IP protection for Olympic assets in its own statute books. We have the Olympic Symbol, etc (Protection) Act 1995 and subsequent amendments for the London 2012 Olympics.  

Other countries may opt to be a signatory to the 1981 Nairobi Treaty on the Protection of the Olympic Symbol.

This is a recognition of the unique cultural value of the games: its non-partisan and unifying ethos that many countries recognise value and sign up to in principle. It adds to its specialness. 

Income in licencing 

All these Olympic properties are able to benefit others, but under the strict conditions of a licence. This is typical of every other form of intellectual property, it can be ‘rented out’ to others for commercial or non-profit use.  

The World Intellectual Property Office (WIPO) has some helpful information on IP and the Olympics. On merchandising, it states that ‘by maintaining high merchandising standards, they act as creative and pro-active custodians of the Olympic brand, enhancing the Olympic image and ensuring quality goods for the public.’

This partnership with the private sector helps to keep the Olympic image current and relevant. It is a very convenient two-way street as sponsors will pay top dollar to have rights and association with the sporting movement. Sponsorship revenue for the Paris games is estimated to exceed £1.08 billion.  

Having official sponsors and licences is also a safeguard against anyone trading off the image and rights of the IOC. The problem can range from the serious issue of counterfeit goods or even businesses large and small trying to cash in on the mood. Infringement takes potential revenue away from supporting sports and participation around the world. 

Olympian IP direct to your home 

As you watch and enjoy the incredible, inspiring feats of sporting brilliance, there is a single reason why we can all enjoy it: the Olympics has retained its value for everybody. This is only because of IP and its effective use by the IOC and its affiliates. They have been highly effective and successful in how it has managed and controlled its ‘property’.  

The Olympic brand has such high esteem because of intellectual property. It will continue to do so as it builds on its legacy of heroes and Olympic hopefuls of the future.  

 If you want to find out more about how the different kinds of IP can benefit your business, you can sign up to our online webinars or attend our Kickstart Your Business workshops. 

Written by Jeremy O’Hare, Research and Business Development Manager at the BIPC.

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