Intellectual property is directly involved in the sports business.. Global brands invest millions to sponsor sporting events and mount advertising campaigns that are broadcast around the world. According to data from Google Trends, from 5 to 12 July, the search for the phrases
The 2024 Paris Olympics and Paralympics, with an expected cost of € 9 billion (R$ 51,8 billion), These are the showcases of the world's leading brands., But product piracy is already taking its toll.. That's why, strict rules have been created on the use of rings and mascots, And the official sponsors are the only ones allowed to advertise.
Enforcement of the legitimate use of intellectual property and compliance are intensified during this period.
The International Olympic Committee exercises extremely strong control over what companies can do in relation to "Olympic Properties".. According to the French press, only until February of this year, 1.500 products were withdrawn or destroyed for violating the policy on the use of intellectual property
In the week of the French homeland, near the Stade de France stadium, where athletes will compete in the Paris Olympics, Police raided and closed 11 stores selling pirated products.. They confiscated 63,000 items., including clothes, counterfeit Louis Vuitton and Nike footwear and leather goods. Ten people were arrested.
One of the great challenges of managing, maintaining and adding value to a powerful brand like this, without a doubt, is dealing with counterfeiting.. Second study carried out by IPEC (Intelligence in Research and Strategic Consulting), in 2020, 60 million football team jerseys were sold in Brazil, Of which 22 million were counterfeits.. That is to say, in Brazil, 37% of football shirts are counterfeit. In financial terms, The loss was R$ 9 billion in 2021, second survey of the National Forum against Piracy and Illegality (FNCP)
On one hand, ostensible actions to inhibit counterfeiters are essential to manage intangible assets. On the other hand, the financial reality of the average Brazilian consumer needs to be considered. Data collected by Amsterdam University demonstrate a significant correlation between income and consumption of counterfeit products in general, It has also been found that most of those who consume counterfeit in Brazil justify the act in terms of the high prices practiced by the market
Over time, Several innovations have emerged to keep up with the demands of sports for fairer competition and better performance conditions for the athletes themselves.. When thinking in the context of patents, Many refer immediately to the protection of complex technologies mainly related to the pharmaceutical fields., of telecommunications, biotechnology, industrial processes, robotics and, among others. What few people don't know is that even a ball, seemingly simple, may involve technology so innovative that it is eligible for patent protection
Innovative technologies used in the Games, as timing systems, sports equipment, as swimming goggles, clothing and infrastructure, are protected by patents; as well as the design of new sports equipment, uniforms and other innovations are protected by industrial design registrations, promoting innovation and ensuring that creators can get a return on their investments
We have to highlight ambush marketing., Ambush marketing used by entrepreneurs seeking to associate themselves with the prestige and notoriety of some sporting events, social and cultural, without the authorisation of the organisers, which may arise from the infringement of intellectual property rights (trademarks and copyright) or from unfair competition and unlawful enrichment
The ban on ambush marketing aims to protect the investments of the official organisers, which are indispensable for the organisation of the events, like the Olympics.. Entende-se que o marketing de emboscada é uma prática que viola os direitos de terceiros e deve ser entendida como comportamento e/ou conduta negativa. On the other hand, through occasion-based marketing, is it possible to enjoy events, concerts and other occasions without any violation or improper association, leveraging natural consumer behavior and the increased engagement associated with these times to increase brand visibility, boost sales and increase customer loyalty
According to public information, in the case of the Olympic Games, revenue from sponsoring companies represents the second largest source of revenue for the event, behind only television broadcasts. For the 2024 Olympic Games in Paris, It is estimated that the amounts invested in advertising by more than 60 sponsors of the event reached approximately € 1,24 billion
The use of AI will be revolutionary at the Paris Olympics. In the document 'Olympic Agenda for AI' cutting-edge technology is being used in the detection of athletes, in improving sporting performance, in enriching the experience of fans and in managing major competitions. Games security will also use AI. A law passed last year by the French parliament authorized exceptional "algorithmic treatments" for the analysis of surveillance cameras during the event.
*Gabriel Di Blasi and Paulo Parente are founding partners of Di Blasi, Related & Associated, office specialising in intellectual property law: www.diblasiparente.com.br
