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18 February 2022

The Olympic Games have always been a unique global sports event for everyone. They outline the best physical and mental abilities of the participants and best features of the welcoming cities and countries. The Olympics organizing is a challenge including much hard work and inspiration from the host cities, Organizing Olympic and Paralympic Committees, athletes, National Olympic Committees, international sports federations, International Olympic Committee (IOC), affiliated entities and many other supporters and participants of the Olympic Movement.

Regarding the intellectual property (IP) sphere, preparations for every new Games start about 10 years prior to the Olympic flame leaving Olympia in Greece and its long way to the host city, where it will be lit in the Olympic stadium during the Official Opening Ceremony. Every single step of this path goes closely together with creation, acquisition, transfer and protection of IP. We can even say that the IP strategic use and instruments protecting all the tangible and intangible assets associated with the Games actually make the Games happen.

The host city selection process starts with interested cities and National Olympic Committees declaring their interest in hosting the Games. At this early stage, long before the official selection process, it is not uncommon for cities to register trademarks associated with their Olympic aspirations. For example, trademarks related to the upcoming Paris 2024 and Los Angeles 2028 Olympic Games have already been registered.

Various domain names are to be registered to maintain the necessary online ecosystem and prevent misuse of domain names associated with a potential host city (cybersquatting).

At this stage the IOC provides the access to its copyrighted audiovisual archive (Olympic Archive) to candidate cities. This helps in creation of new and derivative works in support of the application, and also facilitates interaction with the local community.

When the IOC session selects a host city for the new Games, all IP assets created in connection with a candidate application become part of that city's contribution to the Olympic Movement.

Significant financial and practical support is rendered by marketing partners (including those participating in the Global Olympic Sponsorship Program) and media companies granted with exclusive broadcast rights by the IOC. In return the partners are granted numerous exclusive rights and preferences (broadcasts, accommodations, supplies end many others) as well as the right to use the Olympic Rings in their activities, Olympic Archive and other protected Olympic IP assets.

Another important thing is so called Cultural Olympics. Following the Olympic Charter’s initiative to blur the distinction boundaries between sports, culture and education and uniting them together under the Olympic spirit promotion. These events and programs are held both, before the Official Games opening and together with them. They facilitate creation and distribution of protected IP aspects reflecting the cultural identities of the host country. The events presuppose all the cultural expression ways including music, dance, drama and other objects protected by copyrights and related rights.

IP rights make the Games unique and fully integral; provide their heritage and multi-vector development. To achieve the high goals and ideas inspired by the Olympic Movement the Organizing Committees, National Olympic Committees and host cities do their best in careful and thorough IP rights management (using, providing and inspecting).

The related rights protecting the broadcasting companies’ assets provide the Games spreading all over the world and reaching every home by means of TV and other digital media platforms. The amounts spent by broadcasting and media companies for the Games screening under exclusive rights are really impressive, but belonging to them related rights provide solid ground possibilities to cover the expenses by far.

The income received by the IOC by means of strategic IP rights use is spread among the whole Olympic Movement, being accordingly directed to athletes, Organizing Committees, National Olympic Committees, International Sports Federations and other involved entities. The funds are also spent for sports development support in developing countries and global popularization of the Olympics.

Source: WIPO


Photo: olympics.com
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