Ahead of a summer of sports that includes the Paris 2024 Olympic and Paralympic Games and Euro 2024, the MARQUES Brands and Marketing Team have compiled a guide to ambush marketing and advertising risks for brands.

The guide is available to download from the Team’s page on the MARQUES website (MARQUES log-in required).

As marketing teams look to take advantage of the excitement and consumer engagement associated with this summer’s events to increase their brand visibility through traditional and digital marketing channels, legal teams advising brands will need to look carefully at the rules governing references to and associations with these events.

The guide provides some best practices to ensure such activities do not cross the line of ambush marketing, which can carry significant legal, practical and reputational consequences.

It covers the following topics:

• What is ambush marketing?
• What is the International Olympic Committee’s position on ambush marketing?
• What IP rights protect the Olympic and Paralympic Games?
• The French government’s approach to ambush marketing at the Paris 2024 Olympics
• International protection
• UEFA European Football Championship 2024
• UEFA and ambush marketing
• Dos and Don’ts for advertisers

The article has been produced by Arthur Artinian, Louise Thornemann and Flavia Tremura of the Brands and Marketing Team, who can be contacted for more information.