By Jesse Burke

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As we approach the start of the 2024 Olympic Games and prepare for long nights cheering on athletes like Simone Biles and Katie Ledecky, it’s important to first dive into the world of brand guidelines to ensure our marketing campaigns stick the landing. With Paris already making waves due to issues with air conditioning in the Olympic Village and water quality of the River Seine for planned swimming events, this year is gearing up to be memorable. That means it's more important than ever to keep your brand’s head above water.

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To ensure your organization steers clear of negative headlines and maintains a reputation that's cleaner than the Seine, we have a few best practices for competing in this complex marketing arena.

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The rings are off limits
While most of the United States Olympic & Paralympic Committee (USOPC)’s intellectual property is strictly off-limits to corporate entities, the Olympic Rings are particularly protected — just ask Audi, who faced (and ultimately survived) a copyright infringement lawsuit in 1995 over the similarity of their four-ringed logo. Unless officially partnered with the Olympics, businesses are forbidden from any variation of the rings in marketing or advertising efforts, whether it’s social posts, printed ads, or even an internal team-building event.

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Additionally, while it may be tempting to create a new version of the Olympic Rings using your brand’s logo or items within your industry — like pizza, tires or donuts — this is also strictly prohibited under the USOPC brand guidelines.

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#DontEvenThinkAboutIt
Believe it or not, even hashtags are considered protected trademarks by the USOPC. As a result, corporate social media accounts are prohibited from using hashtags such as #Olympian, #TeamUSA, #Paris2024, #GoForTheGold or even #Olympics, despite its tempting 5.5 million posts on Instagram. While this may seem rather easy to get away with, the USOPC has a history of sending cease and desist letters to companies caught using these restricted terms. I know, I know. It’s #disappointing.

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What about journalists?‍
For those feeling discouraged, there’s a bit of good news to share! While businesses and other corporate entities are restricted from using most USOPC’s trademarks, journalists and their outlets are not as limited. They’re actually encouraged to cover stories relating to the Games and its athletes. However, outlets are urged not to use the Olympic Rings in ways that could imply an affiliation to the USOPC, such as in a publication’s masthead or a website banner.  
It’s important to note these permissions apply exclusively to outlets that are inherently journalistic. Commercial entities are still forbidden from using USOPC IP under the guise of editorial content. This includes refraining from using trademarked content in your brand’s “current events” section on the website.

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Final piece of advice
While navigating these rules can certainly feel confining, they are crucial to maintaining the integrity of the Olympics and ensuring a level playing field. Also, adhering to these guidelines not only guarantees compliance but also inspires marketers to work creatively within these parameters. It’s crucial to remember that if you ever approach the boundaries of trademark infringement, it’s best to err on the side of caution and seek expert advice. For all inquiries regarding the use of USOPC IP, contact legalip@usopc.org or head here for a comprehensive list of brand usage guidelines.

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At the end of day, it's about creating content that ignites the spirit of the Games AND protects you from a lawsuit. Happy Olympics!