Olympic Brand Protection Campaign Redefines Standards in Russia

The Olympic and Paralympic Winter Games in Sochi in 2014 is already having a major impact on Russian society as the Sochi 2014 Organising Committee and Russian authorities today began the first ever mass intellectual property protection campaign to safeguard the Olympic brand in Russia.

In a campaign believed to be unique in Russia, brand protection measures for Sochi 2014 will set a benchmark for public and private organisations to follow and are aimed at driving understanding and respect for intellectual property rights in the country.

Under Olympic Law , the Sochi 2014 Organising Committee and all related stakeholders have an obligation to the International Olympic Committee (IOC) and its sponsors to protect the Olympic intellectual property that make up one of the most successful and instantly recognisable brands in the world. The campaign will see Sochi 2014 engage in extensive dialogue with the public to promote understanding and respect for the rights of the Olympic and Paralympic brands. A new outdoor advertising campaign has been launched in Sochi, with thousands of posters aimed at drawing attention towards the problem of counterfeit products using Olympic symbols.

Today, a free phone line has also been launched to respond to all queries related to brand protection, such as the use of Olympic and Paralympic symbols; the rights of Sochi 2014, the IOC and the International Paralympic Committee (IPC); and the values of the Olympic and Paralympic brands. The Sochi 2014 Organising Committee will also use the phone line to gather feedback on how the brand protection campaign is enhancing public understanding.

Dmitry Chernyshenko, President of the Sochi 2014 Organising Committee, said:

"Hosting the Olympic and Paralympic Winter Games in 2014 brings responsibility to all Russians, who are now custodians of one of the world's greatest brands. Understandably many organisations want to be associated with the success and power of the Olympic brand. But as at least 75% of funding will come from commercial revenues, such as sponsorship and licensing, Sochi 2014 will rely intensely on the successful enforcement of intellectual property rights. So it is essential that everyone understands and respects the need to protect the integrity of the Olympic and Paralympic brands.

We are proud that by helping to drive respect for intellectual property rights, Sochi 2014 is already the catalyst for tangible, positive change in Russia, as these legal and moral principles are common to all brands. I am excited by the impact Sochi 2014 is already beginning to have on Russian society and we still have nearly six years to ensure the Games will leave an enduring legacy for our people and the Olympic Movement."

Sochi 2014 brand protection is vital for the funding, reputation and prestige of the Olympic and Paralympic Games. Special agreements on preventing, revealing and terminating illegal and unauthorised use of Olympic and Paralympic marks in Russia have been signed earlier this year with the Ministry of Internal Affairs and the Federal Service for Oversight of Consumer Protection Rights and Welfare.

The overall brand protection programme was approved by the Presidium of the Presidential Council for the Development of Physical Culture and Sport, Excellence in Sports and the Preparation and Execution of the 2014 XXII Olympic Winter Games and XI Paralympic Winter Games in Sochi on 4 February 2008. This followed the adoption of the Olympic and Paralympic Law in Russia, passed by the State Duma and Federal Council in November 2007, which provides the necessary legal basis to protect the Olympic and Paralympic brands, including symbols.