Sochi 2014: An Analysis of Ambush Marketing

    February 2014

    On the eve of this year’s Sochi Winter Olympics (the “Games”), the International Olympic Committee (IOC), its national affiliates and event-associated marketers, broadcasters and sponsors braced themselves for the inevitable wave of ambush marketing that accompanies the event. It was reported by Global Language Monitor, a leading media-tracking company, that in the six months leading up to the Games, 10 of the top 15 companies ranked by brand affiliation with Sochi were non-Olympic Partners.

    In this article from Sports Law Administration & Practice, Squire Patton Boggs associate Oliver Howley expands on what safeguards were put in place to clamp down on brands looking to take advantage of the Olympics’ popularity, and, despite these safeguards, what attempts were made by brands to affiliate themselves with the event.

    This article is reprinted with permission of the publisher.