Overview

After England’s disappointing performance in the World Cup, sports fans are already looking to the London 2012 Olympics in the hope that our athletes can produce some rather more inspirational performances, and at the same time brand owners are naturally looking at how they can best use the Olympics to heighten awareness of their own brands and boost sales.

However, ambush marketers beware! The Government has already put in place wide reaching legislation to tackle ambush marketing in relation to the 2012 Games in the form of the London Olympic Games and Paralympic Act 2006 (the London Act). The London Act grants the London Organising Committee for the Games (LOCOG) rights to prevent any unauthorized association with the Games (a much wider right than available under normal intellectual property rights) and LOCOG has made it clear that it will do everything in its power to stop unlawful use.

Therefore, it is extremely important for brand owners to know what they can and cannot do.

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