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Clean Field of Play"We speak regularly to our partners about the clean venue policy andthey have always consistently said it is one of the things that makes the Olympic Games so special."Timo Lumme Director, IOC Television and Marketing ServicesAs the only major event in the world that, as a matter of strict policy, maintains a commercial-free field of play, the Olympic Games occupy a unique position in the sporting world.By placing the emphasis on sport, the unique clean field of play policy differentiates the Games from every other major sporting event, while also strengthening the Olympic brand, protecting andenhancing its value and reinforcing the power of the Olympic rings to unite the world in sport.The IOC worked closely with VANOC in order to maintain this policy, with brand protection teamstouring each venue before and during the Games to ensure there was no branding present.Olympic Marks ApprovalWhile the exclusive marketing rights that are granted to Olympic partners allow them to communicatetheir association with the Games through the use of Olympic marks, there are established standards for proper usage that must still be adhered to.These standards are based on the Olympic Charter and help protect the Olympic brand and ensure the continued value of an Olympic association.For Vancouver 2010, both the IOC and VANOC reviewed all Olympic marketing materials, executionsand communications that were created by Olympic sponsors, broadcasters and licensees, ensuringthat they complied with the guidelines for proper usage.144Chapter Eight / PROTECTING THE OLYMPIC BRAND