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Chapter I8

Protecting the Olympic Brand

The value of an association with the Olympic Games is upheld by the strategies and programmes that the Olympic Movement implements to protect the Olympic brand and the Olympic partners’ exclusive marketing rights. In 2006, the Olympic Parties – the IOC, the National Olympic Committees and the Turin Organising Committee – combined their efforts to develop and execute strong initiatives to protect the Olympic brand as well as raise awareness of the general public on ambush marketing within the host country and worldwide. Employing successful practices from past Games as well as innovative new methods, the 2006 Olympic Winter Games established a new standard in the protection of the Olympic brand and partners’ rights.

IOC Anti-Ambush Campaign

For Torino 2006, the IOC developed for the first time an international anti-ambush campaign implemented by the National Olympic Committees on the prevention of ambush marketing for the benefit of the Olympic Movement. The objectives of the campaign were to build awareness of the contributions of Olympic sponsors, the threat of ambush marketing and the negative impact of ambush marketing on the Olympic Movement. To this end, the IOC developed and distributed a kit to National Olympic Committees providing guidance on local implementation of the campaign.

IOC Marketing Report – Torino 2006 l 115

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