Editor's note: Rusa Agafonova is a PhD Candidate at the University of Zurich, Switzerland
The Olympic Games are the cornerstone event of the Olympic Movement as a
socio-cultural phenomenon as well as the engine of its economic model. Having worldwide
exposure, the Olympic Games guarantee
the International Olympic Committee (IOC) exclusive nine-digit sponsorship
deals. The revenue generated by the Games is later redistributed by the IOC
down the sports pyramid to the International Federations (IFs), National
Olympic Committees (NOCs) and other participants of the Olympic Movement through
a so-called "solidarity mechanism". In other words, the Games
constitute a vital source of financing for the Olympic Movement.
Because of the money involved, the IOC is protective when it comes to
staging the Olympics. This is notably so with respect to ambush marketing which
can have detrimental economic impact for sports governing bodies (SGBs) running
mega-events. The IOC's definition of ambush marketing covers any intentional and
non-intentional use of intellectual property associated with the Olympic Games as
well as the misappropriation of images associated with them without authorisation
from the IOC and the organising committee.
This definition is broad as are the IOC's anti-ambush rules.More...