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Brand Protection l Chapter Eight

  • For several years before the Games, the IOC educated the Turin Organising Committee on branding policies and measures for ensuring strict compliance

  • In the year leading up to the Games, the Organising Committee trained venue managers and other personnel on policies and practices for ensuring a clean field of play

  • In the weeks and days prior to the Games, IOC brand protection teams toured all venues to ensure compliance with branding guidelines

  • During the 2006 Olympic Winter Games, specialists and trained volunteers were deployed daily to ensure branding compliance and to protect the rights of Olympic partners

  • The broadcast monitoring programme was instrumental in maintaining a clean field of play, as it enabled further analysis of critical areas

  • For more than a decade, the IOC has worked with sporting good manufacturers worldwide to establish the Sports Goods Industry Marketing Code, an agreement that establishes a standard of fair marketing practices by sporting goods companies regarding the Olympic Games, Olympic imagery and Olympic athletes

  • Athletes, NOCs, IFs and sports equipment manufacturers also contribute to setting a unique visual stage for the Games by adapting athletes’ uniforms to Olympic standards which limit commercial branding

Throughout the Community

  • The support of venue cities and other non- commercial bodies was instrumental to ensure a consistent brand image for the Olympic Games which avoided brand dilution and risks for ambush marketing

  • Criminal, financial and civil law enforcement authorities from federal, provincial and municipal levels united forces to combat counterfeit merchandise and ambush marketing

IOC Marketing Report – Torino 2006 l 123

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