Clean Field of Play The IOC's unique clean- field- of- play policy for the Olympic Games sets it apart from every other major sporting event in the world. By not allowing any commercial branding to appear on the field of play, the emphasis is placed on sport, thus strengthening and protecting the value of the Olympic brand even further. As part of its efforts to maintain a clean field of play, the IOC worked closely with BOCOG in the build- up to the Games to educate it on branding policies and the necessary measures to ensure compliance. Brand protection teams toured each of the venues prior to the start of the Games, while specially trained venue managers and Olympic volunteers were on hand to maintain branding compliance during the Games. Olympic Marks Approval As part of their exclusive relationship with the Olympic Movement, Olympic partners are allowed to communicate their association with the Olympic brand through the use of Olympic marks and imagery. All uses, however, must adhere to established standards in order to protect the Olympic brand and ensure the value of Olympic association for all Olympic partners. The IOC and the Organising Committees ensure compliance with these guidelines by reviewing all materials, executions and communications of Olympic sponsors and broadcasters that include Olympic references, imagery or marks. In total, over 11,000 Beijing- related approvals were processed in the run- up to the Games. Counterfeit Merchandise In addition to working with the local authorities to ensure that only licensed Beijing 2008 products were being sold, each individual item carried an anti- counterfeit label, while only licensed stores – whose operations were certified by BOCOG – were allowed to sell the official products. Chapter EightBrand Protection 130IOC Marketing Report – Beijing 2008
IOC Marketing Report – Beijing 2008131 Brand ProtectionChapter Eight Anti- Ambush Campaign Ambush marketing refers to any attempt by non- Olympic sponsors to create an unauthorised association with the Games. Only official sponsors, licensees and government partners of the Olympic Movement are allowed to suggest such an affiliation, so an anti- ambush campaign was initiated to protect the Olympic brand and the rights of official partners. Following its successful launch in the run- up to the Turin 2006 Winter Games, an anti- ambush kit developed by the IOC was again distributed to NOCs, providing guidance on local implementation of the campaign. Produced in English, French and Spanish, the kit included template advertisements, letters and press releases to help communicate the key campaign messages, as well as tips to help share the anti- ambush initiative with local media. The campaign succeeded in educating companies and the general public on the negative impact that ambush marketing has on the work of the Olympic Movement, and highlighting the contributions of the official Olympic partners and sponsors.