As the anticipation for the Olympics grows, companies big and small look to grab the attention of these fans by associating themselves with the games. For the Olympics, the host organizing committee, individual country committees, and television partners this means big business by selling sponsorships and licensing use of their intellectual property.
Marketing and advertising as a sponsor of the Olympics offer huge potential benefits for companies, and large companies pay millions of dollars to associate themselves with the games.
For advertisers that venture into this area of advertising and marketing, there are significant inherent legal risks in associating your company with Olympic indicia, trademarks and slogans and other intellectual property without permission.
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