New advertising rules for the Paris 2024 Olympic Games

With the 2024 Olympic Games fast approaching, advertising campaigns across various media are seeking to incorporate elements or take advantage of the sporting enthusiasm in the participating countries. However, in doing so, companies must pay close attention to limits on advertising regarding both this and other sporting events.

The International Olympic Committee (IOC) and other entities directly involved in organizing and running the Olympic and Paralympic Games have established specific rules to authorize and limit how Olympic Properties and images of Olympic athletes are used in advertising campaigns. For the 2024 event, new rules were established to prevent the illicit practice of ‘ambush marketing’.

To assist companies in navigating these rules, Mattos Filho’s professionals have prepared a new publication highlighting the main legal considerations and precautions companies should take in relation to advertising before, during and after the games, in light of the IOC’s latest guidelines.

For further information on this topic, please contact Mattos Filho’s Technology and Entertainment practice areas.