ARTICLE
24 September 2024

IOC And WIPO Join Forces To Enhance IP Protection In The Olympic Movement

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S&A Law Offices

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In a significant move to enhance the protection and utilization of intellectual property (IP) within the Olympic Movement, the International Olympic Committee (IOC) signed a Framework...
India Media, Telecoms, IT, Entertainment

In a significant move to enhance the protection and utilization of intellectual property (IP) within the Olympic Movement, the International Olympic Committee (IOC) signed a Framework Cooperation Agreement with the World Intellectual Property Organization (WIPO) on June 13, 2023. This agreement highlights the commitment of both organizations to safeguard the IP rights associated with the Olympic Games and ensure their effective management and monetization.

The collaboration with WIPO is aimed at bolstering the IP framework supporting the Olympic Movement, providing enhanced support to Organizing Committees, National Olympic Committees (NOCs), and International Federations (IFs). By leveraging WIPO's expertise, the IOC can better protect its IP assets and ensure that the revenue generated from these rights continues to benefit global sports development.

The IOC has expertly utilized its IP rights to generate significant revenue streams, primarily through the sale of media rights and marketing partnerships. These IP-generated funds are crucial not only for staging the Olympic Games but also for the broader development of sports worldwide.

One of the primary ways the IOC generates revenue is through the sale of media rights. The Olympic Games are a globally anticipated event, attracting billions of viewers from around the world. Recognizing the immense value of this global audience, the IOC strategically negotiates broadcasting deals with media companies. These deals allow broadcasters to exclusively air the Olympic Games in their respective regions, creating a competitive market for media rights.

By securing lucrative broadcasting agreements, the IOC ensures that the Games reach a vast audience while generating substantial income. This income is essential for funding the myriad logistical and operational aspects of the Games, from infrastructure development to event execution. The revenue from media rights also supports the long-term sustainability of the Olympic Movement.

In addition to media rights, the IOC capitalizes on its IP through the Olympic Partners (TOP) programme. This global sponsorship initiative allows companies to align their brands with the prestigious Olympic Rings, one of the most recognized symbols worldwide. TOP partners receive exclusive marketing rights and opportunities to use the Olympic brand in their advertising and promotional campaigns.

The TOP programme not only provides a significant source of revenue for the IOC but also offers companies unparalleled global exposure and brand association with the values of excellence, respect, and friendship that the Olympics embody. The mutual benefits of these partnerships enhance the commercial success of the Olympic Games and contribute to the growth and popularity of the sponsoring brands.

As a non-profit organization, the IOC follows a unique model of revenue redistribution. Approximately 90% of the revenue generated from IP rights, including media and marketing deals, is redistributed throughout the Olympic Movement. This redistribution is crucial for supporting various stakeholders involved in the Games.

The funds are allocated to Organizing Committees for the Olympic Games (OCOGs), National Olympic Committees (NOCs), International Federations (IFs), and other sports organizations. These funds ensure that the Olympic Games can be staged successfully and help promote the development of sports at all levels globally.

The IOC's strategic use of IP rights through the sale of media rights and the TOP programme exemplifies how intellectual property can be leveraged to generate substantial revenue. This revenue not only supports the staging of the Olympic Games but also fosters the global development of sports. The redistribution of 90% of these funds ensures that the benefits of the Olympic Movement are felt worldwide, promoting the values of sport and contributing to the success of athletes and sports organizations globally. The collaboration with WIPO further strengthens the IOC's commitment to protecting its IP and maximizing its potential for the benefit of the Olympic Movement and global sports development.

Disclaimer: This article was first published in the S&A Law Offices - 'Intellectual Property (IP-Tech)' newsletter in August 2024.

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