ADVERTISING AND COMMUNICATION IN CONNECTION WITH OLYMPIC PROPERTIES
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ADVERTISING AND COMMUNICATION IN CONNECTION WITH OLYMPIC PROPERTIES Guidelines for Olympic participants, federations, sponsors, companies, media and authorities September 2021 #SwissTeam
CONTENT
Important definitions 2
Good to know 4
For a better understanding 4
For the Spirit of Sport 4
What’s new 6
Trademark protection: key points 8
Olympic participants and their federations 10
Status 10
Search for sponsors 10
Digital appearances 10
Personal appearances 16
Companies and non-Olympic sponsors 18
Advertising and communication activities 18
Competitions21
Olympic partners 22
Media 23
Authorities 23
Contacts and infos 24
1IMPORTANT DEFINITIONS
Commercial Direct or indirect aim of the sales promotion of products Olympic zone The competition venues and the Olympic Village in the host city
or services of a company or organisation
Period of the Duration from the ninth day before the opening ceremony
EOC European Olympic Committee Olympic Games until the third day after the closing ceremony
IOC International Olympic Committee Personal sponsors Commercially orientated companies which are involved as
sponsors of athletes and, thereby, have the individual rights to
Non-Olympic sponsors Commercially orientated sponsors of athletes and sports federa- athletes for the implementation of advertising, communication
tions which are partners of neither Swiss Olympic nor the IOC and image activities. They do not include partners/sponsors
of the sports federations, which have no individual rights to the
Non-Olympic zone Areas outside the competition venues and the Olympic Village athletes of the relevant sports federation.
(e.g. House of Switzerland)
Social media Interactive, digital exchange platforms such as Facebook,
Olympic Charter Fundamental principles, rules and bye-laws of the channels Twitter, Instagram, Snapchat, TikTok, etc. They do not include
Olympic Games drawn up by the IOC personal or company websites.
Olympic movement Union of all organisations, athletes and other persons who
recognise the Olympic Charter as their guideline
Olympic participants All accredited persons of the Swiss delegation
(athletes, support staff, trainers, officials)
Olympic sponsors Commercially orientated companies which are involved
as sponsors of the IOC and/or of Swiss Olympic
Olympic trade marks All protected figurative and word marks of the IOC and
Swiss Olympic (see p. 8)
2 3GOOD TO KNOW
For a better understanding Rule 40 Bye-law 3 of the Olympic Charter
The Olympic Charter serves to protect and This guide on the interpretation of Rule 40 Bye-Law 3 of the Olympic Charter
Along with the Olympic Games (OG), the preserve the fundamental ideas of the applies explicitly to advertising and communication activities with Swiss Olympic
following also always includes the Youth Olympic Games. The sports performances of participants, which are implemented exclusively in Switzerland and aimed at the
Olympic Games (YOG), the European Games the athletes are central. Therefore, excessive Swiss population. In the case of advertising and communication activities which,
(EG), the European Youth Olympic Festivals commercialisation should be prevented. as well as in Switzerland, are launched in at least one additional country or include
(EYOF), or with the Swiss Olympic Team, the Rule 40 Bye-law 3 of the Olympic Charter Olympic participants from a country other than Switzerland, it is essential for au-
Swiss Olympic Youth Team too. states that athletes, trainers, attendants, thorisation to be obtained from the IOC. In such a case, the IOC guidelines apply
The current version of the brochure officials and other members of the Swiss and not the interpretation of this guide. The IOC guidelines and the notification
«Advertising and communication with Olympic Team may only use or make avail- platform for international campaigns can be found at the following URL address:
Olympic properties» is available online at able for advertising purposes their name, https://olympics.com/athlete365/what-we-do/finance/rule-40/.
www.swissolympicteam.ch and can be their image or their sporting performance
called up under «Advertising guidelines» according to the guidelines of the IOC,
for the relevant Olympic mission. during the period of the Olympic Games.
Rule 40 Bye-law 3 was introduced primarily
For the Spirit of Sport to be able to guarantee the financing of the
Olympic movement as a whole. For exam-
We champion and stand for the Olympic ple, that also comprises the direct financial
values of excellence, friendship and respect. support of Olympic teams in solidarity from
They are the values that unite us all. With this countries which have at their disposal very
document, we aim to support athletes as well little public or State funding or funding from
as their supporting staff, trainers, officials, local sponsors, or none at all.
sports federations, sponsors and partners in
their preparations for the Olympic Games.
Below, we explain important guidelines
and provide helpful tips for advertising and
communication in connection with Olympic
properties.
4 5WHAT’S NEW
The following four points summarise the neutral and, accordingly, must not include 4. Images of the Olympic Games may be used
most important changes to the interpreta- any protected Olympic trademarks (as per by non-Olympic sponsors for advertising
tion of Rule 40 Bye-Law 3 in Switzerland. For p.8). Sponsors of sports federations which and communication activities, provided
a full understanding of the guidelines on do not have any individual rights to the that no protected Olympic trademarks
advertising and communication activities in individual athletes are not deemed to be (as per p. 8) are apparent in them and the
connection with Olympic properties, please personal sponsors. Olympic participants or additional provisions of this guide are
also see the other pages of this guide. their personal management must submit adhered to.
a list of their personal sponsors to Swiss
1. During the period of the Olympic Games, Olympic before the start of the period of The subject of the protection of trademarks
it is possible for Olympic participants to the Olympic Games. (Request notification is NOT affected by the changes to the inter-
send a maximum total of seven thank you form via rule40@swissolympic.ch). pretation regarding Rule 40 Bye-law 3.
messages to personal sponsors via their
own social media channels, provided that 3. During the period of the Olympic Games,
no protected Olympic trademarks (as per current advertising and communication
p. 8) are used and that all other points of campaigns with Olympic participants may
this guide are taken into consideration. be continued with the same intensity, pro-
vided that they were launched at least one
2. During the period of the Olympic Games, month before the start of the period of the
personal sponsors of Olympic participants Olympic Games. The design and wording
may, for each medal competition in which of such activities must be neutral and, ac-
the supported Olympic participant takes cordingly, must not include any protected
part, send a maximum of one greetings or Olympic trademarks (as per p. 8). In order
congratulatory message exclusively via the to protect the Olympic participants and be
company’s own social media channels. The certain of the admissibility of the campaign,
same message can be posted once and at it is requested that Swiss Olympic be noti-
the same time on different social media fied of it beforehand (request notification
channels of the company. The design and form via rule40@swissolympic.ch).
wording of such social media posts must be
6 7TRADEMARK PROTECTION:
KEY POINTS
Protected trademarks Figurative marks Images and videos of the Olympic Games in images, they may be used exclusively
The following word and figurative marks from 1. Olympic rings The IOC owns the rights to all visual material for non-commercial purposes (exception:
IOC, EOC and Swiss Olympic are trademark 2. Logo of the respective Olympic Games (images and videos) of the Olympic Games. It sponsors of the IOC and of Swiss Olympic).
protected and may not be used by non- 3. Mascots of the respective Olympic Games is not permitted to use images and videos on The same provisions apply to videos as to
Olympic sponsors at any time, and there- 4. Sports pictograms of the respective which protected trademarks are visible (e.g. images/photographs, with the exception that
fore not before and after the period of the Olympic Games Olympic medals) for marketing purposes. any videos which have been recorded within
Olympic Games for advertising purposes. 5. Graphics/design elements for the Exceptions to this are IOC partners and Swiss Olympic zones must not be used for either
The protection of trademarks also applies respective Olympic Games Olympic partners. commercial or non-commercial purposes.
to any manipulations of the figurative marks 6. Olympic Games-related emblems (e.g. Professional images of the Olympic Games
and translations of the word marks into other torch with flame, Olympic medal, etc.) which have been obtained from an accredited When images/photographs and videos are
languages. The names or descriptions must 7. Swiss Olympic logos photo agency may be used for commercial used, it is always important to ensure that the
not be used as hash tags either. campaigns, provided that no protected privacy and rights of third parties are protect-
Olympic trademarks are apparent in them. ed. Personal rights (general rights to individ-
Word marks In the case of such images, it is not permit- ual privacy) and image rights and copyright,
1 2 3
– Olympic Games/Olympics ted to make any changes or carry out any among other things, are also included in that.
– Olympic retouching.
– Olympiad Images of the Olympic Games which have
– Olympian been taken with non-professional photo- Infringements of the protection of
– Youth Olympic Games / YOG graphic equipment (e.g. with a smartphone) trademarks may result in legal steps
The Olympic
The Olympic
Winter Games
WinterPyeongChang
Games PyeongChang
2018 2018
– European Games Olympic Olympic
Pictogram
The Olympic
Pictogram
The Olympic
Winter Games
WinterPyeongChang
Games PyeongChang
2018 2018
may likewise be used for commercial cam- being taken, which may, if applicable,
Silhouette
Silhouette
Version Version
| A-1 | A-1
– European Youth Olympic Festival /EYOF paigns, provided that all protected Olympic
Olympic Olympic
Pictogram
Pictogram
lead to financial penalties being im-
Silhouette
Silhouette
VersionVersion
| A-1 | A-1
4 5 6
– Citius, Altius, Fortius trademarks have been removed/retouched. posed.
– «Host city» «year» (e.g.: Beijing 2022, Alpine SkiingAlpine Skiing
(Speed) (Speed)
Alpine SkiingAlpine Skiing
(Technical) (Technical)
Biathlon Biathlon Bobsleigh Bobsleigh Cross-Country
Cross-Country
Skiing Skiing Curling Curling
If protected Olympic trademarks are apparent
Paris 2024, Dakar 2026) Alpine SkiingAlpine Skiing
(Speed) (Speed)
Alpine SkiingAlpine Skiing
(Technical) (Technical)
Biathlon Biathlon Bobsleigh Bobsleigh Cross-Country
Cross-Country
Skiing Skiing Curling Curling
– Swiss Olympic
– Swiss Olympic Team Figure Skating
Figure Skating Freestyle Skiing
Aerials
Freestyle Skiing
Aerials
Freestyle Skiing
Halfpipe
Freestyle Skiing
Halfpipe
Freestyle Skiing
Moguls
Freestyle Skiing
Moguls
Freestyle Skiing
Freestyle Skiing
Slopestyle Slopestyle
Freestyle Skiing
Ski Cross
Freestyle Skiing
Ski Cross
– Swiss Olympic Youth Team Figure Skating
Figure Skating Freestyle Skiing
Aerials
Freestyle Skiing
Aerials
Freestyle Skiing
Halfpipe
Freestyle Skiing
Halfpipe
Freestyle Skiing
Moguls
Freestyle Skiing
Moguls
Freestyle Skiing
Freestyle Skiing
Slopestyle Slopestyle
Freestyle Skiing
Ski Cross
Freestyle Skiing
Ski Cross
7
Ice Hockey Ice Hockey Luge Luge Nordic Combined
Nordic Combined Short Track Short Track Skeleton Skeleton Ski Jumping Ski Jumping
Speed Skating
Speed Skating
Ice Hockey Ice Hockey Luge Luge Nordic Combined
Nordic Combined Short Track Short Track Skeleton Skeleton Ski Jumping Ski Jumping
Speed Skating
Speed Skating
Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Speed Skating
Speed Skating
Big Air Big Air Cross Cross Halfpipe Halfpipe Parallel GiantParallel
SlalomGiant Slalom Slopestyle Slopestyle
Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Snowboard Speed Skating
Speed Skating
Big Air Big Air Cross Cross Halfpipe Halfpipe Parallel GiantParallel
SlalomGiant Slalom Slopestyle Slopestyle
© The PyeongChang
© The PyeongChang
Organizing Committee
Organizingfor
Committee
the 2018 for
Olympic
the 2018
andOlympic
Paralympic
andWinter
Paralympic
GamesWinter Games
© The PyeongChang
© The PyeongChang
Organizing Committee
Organizingfor
Committee
the 2018 for
Olympic
the 2018
andOlympic
Paralympic
andWinter
Paralympic
GamesWinter Games
8 9OLYMPIC PARTICIPANTS
AND THEIR FEDERATIONS
Status Search for sponsors Social media and blogs protected Olympic trademarks. However,
As Olympic participants, you are permit- you may use images of the Olympic Games
As Olympic participants you can be proud of When searching for sponsors or funding, ted to send a maximum of seven thank you which you have taken with non-professional
your achievements and also show that you your status as an Olympic participant or messages to personal non-Olympic spon- photographic equipment (e.g. with a smart-
are. As soon as you take part in the Olympic the Olympic Games objective must not be sors via social media during the period of phone), provided you remove or retouch all
Games, you can use the status of Olympic the main statement. Objectives such as, for the Olympic Games. It is up to you whether protected Olympic trademarks. Such images
participant or Olympian (following a gold example, becoming one of the world’s best, you thank several sponsors or just one per may only be used for social media appli-
medal, also Olympic champion) as a title and must also be mentioned and given the same thank you message. The same sponsors can cations. The use of videos, GIFs or animations
as a personal biographical detail respectively weighting. also be thanked in more than one thank you is not permitted for thank you messages.
(e.g. in your e-mail signature and on auto- message. Overall, there may simply be a Furthermore, it should be noted that thank
graph and calling cards). However, these titles Digital appearances maximum of seven thank you messages. A you messages should not claim or suggest
must not be cited more frequently or more thank you message is either a post or story – that a product or service from the sponsor
prominently than other names and descrip- The Web offers an increasing number of not the two together. Important: With such has improved your performance or that
tions, performances and successes. Personal interesting communication opportunities. thank you messages you must not use any you were able to participate in the Olympic
sponsors are permitted to use your status When you heed the following points, you can, protected Olympic word and design marks Games because of this. It is also prohibited to
under the same conditions, as a statement without reservation, make the best possible (as per p. 8) and no direct reference may be recommend such a product or service. Thank
about the person, for marketing purposes. use of your online platforms. made to Swiss Olympic, the Swiss Olympic you messages do not have to be registered
Team as a whole, the IOC or the Olympic with Swiss Olympic in advance. See examples
Games. Likewise, you are not permitted to on page 12.
ALLOWED NOT ALLOWED use images of the Olympic Games with visible
John Sample wears the new John Sample wears the new
functional T-shirt. functional T-shirt
in Paris 2024.
John Sample John Sample
Olympic champion Paris 2024 Olympic champion Paris 2024
10 11In all your social media posts during the publications). When making use of images
ALLOWED NOT ALLOWED
period of the Olympic Games, which nei- and videos, ensure that all persons pictured
ther mention your personal sponsors nor have given their consent to publication. Posts
Jane Sample Jane Sample
28 July at 4:43 PM • 28 July at 4:43 PM • incorporate their logo, you are free to use with video or sound recordings are permitted
protected Olympic word marks (as per only if you have recorded them outside of
Thank you @athletesponsor for the longstanding support on my journey! I’m an Olympic champion! Thank you @athletesponsor for the
longstanding support on my journey to my victory at the Olympic Games page 8) and images of the Olympic Games the Olympic zone. Videos mentioning your
in Milano-Cor�na 2026! #athletesponsor
with protected Olympic trademarks. personal non-Olympic sponsors may be used
only if all protected Olympic trademarks
Blog entries must be written in the first cannot be seen or have been rendered un-
person. You may also pass them on to the recognisable.
media (except for proprietary and corporate
Like Comment Share
ALLOWED NOT ALLOWED
26 Top comments Like Comment Share
Write a comment ... 26 Top comments
Press Enter to post. Jane Sample Jane Sample
Write a comment ... 28 July at 4:43 PM • 28 July at 4:43 PM •
View all 37 comments
Press Enter to post.
View all 37 comments I’m an Olympic champion! #Paris2024 I’m an Olympic champion! #Paris2024 #athletesponsor
During the period of the Olympic Games
with a sponsor image without mentioning The use of protected word and figurative
protected word marks. marks during the period of the Olympic
Games with reference to a non-Olympic
sponsor.
Like Comment Share Like Comment Share
It is important that you or your management submits a list of your personal sponsors 26 Top comments 26 Top comments
to Swiss Olympic before the start of the period of the Olympic Games. You can request Write a comment ... Write a comment ...
the notification form provided for that purpose at rule40@swissolympic.ch and return Press Enter to post. Press Enter to post.
it, duly completed, to the same e-mail address. View all 37 comments View all 37 comments
Post of athlete with protected trademarks Post of athlete with protected trademarks
without sponsor presence. and sponsor presence.
12 13START-SEITE
HOME PAGE
www.johnsample.ch
In general, it is not permitted to make public Websites
any confidential information about the or- The websites of Olympic participants and John
ganisation and carrying-out of the Olympic of the federations may include reports on Sample
Games (e.g. about safety and security precau- participation in the Olympic Games (e.g. Athlete
tions). Furthermore, it is prohibited to post objectives, successes, personal experiences),
religious, racist or radical views and content provided that no non-Olympic sponsors’
for propaganda purposes. logos are visible, or these are differentiated News f t
very clearly from the Olympic content. The News
Olympics
Informa�on on the
safest option is to set up a sub-page (e.g. Swiss Cup Olympic Games
www.modelathlet.ch/olympics or www. Gallery >more
John Sample news 1
modelfederation.ch/olympics), on which no Media Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod �ncidunt ut laoreet
non-Olympic sponsor logos are depicted. Contact
dolore magna aliquam erat volutpat.
>more
John Sample news 2
On your home page, you can refer to the Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod �ncidunt ut laoreet
sub-page by means of a menu item or a dolore magna aliquam erat volutpat.
>more
teaser. On the sub-page you may show John Sample news 3
images of the Olympic Games without re-
striction and report on the games. Please OLYMPIC SUB-PAGE
ensure that for other images on the jerseys,
www.johnsample.ch
no logos of non-Olympic sponsors can be
seen and no personal rights breached. Fur- John
thermore, it is not permitted to create a new Sample
website specifically for the Olympic Games Athlete
(e.g. www.samplefederation-olympics.ch or
www.sampleathlete-olympics.ch).
Olympic news f t
News Olympic Informa�onen
news 1 zu den
Olympics
Olympischen Spielen
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod �ncidunt ut laoreet
dolore magna aliquam erat volutpat.
Swiss Cup >more
Gallery Olympic news 2
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod �ncidunt ut laoreet
Media dolore magna aliquam erat volutpat.
>more
Contact Olympic news 3
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod �ncidunt ut laoreet
dolore magna aliquam erat volutpat.
>more
Olympic news 4
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod �ncidunt ut
14 15Personal appearances According to the Olympic Charter, Olympic Clothing No additional logos or names and descrip-
participants may not carry out any journalistic The Swiss Olympic Team collection is the tions are permissible on the competition kit
Interviews and media appearances activities during the period of the Olympic official team clothing. You wear this during or team clothing. If used incorrectly, the un-
Inside the Olympic zone, apart from print Games. Therefore, you are not allowed, dur- the period of the Olympic Games for all inter- authorised trademarks must be covered up.
and online journalists, you will only be inter- ing that period, to work as a photographer, views and photo shoots (see also the clothing The design must be submitted, via Swiss
viewed for electronic media (TV/radio), which a journalist producing written material or a manual for the relevant mission). Olympic, to the IOC for approval. The guide-
also hold transfer rights (from Switzerland: radio or TV reporter. Exceptions to this are The federations are responsible for the lines on manufacturers’ names and descrip-
SRG media). Outside the Olympic zone, elec- your own social media channels and blogs. competition clothing and equipment. A tions are part of the Olympic Charter. It is the
tronic media which hold no transfer rights Swiss team logo will be made available to responsibility of the federations that the logo
(local TV stations) may also hold interviews Autograph card the federations for the federation apparel/ applications also comply with the «Guide-
by agreement. These guidelines do not If you have a special autograph card made for equipment, in association with the missions lines Regarding Authorised Identifications»
apply to interviews without cameras or radio you for the Olympic Games, which comprises managed by Swiss Olympic. For more de- (Rule 50 of the Olympic Charter).
microphones. This means that no other pro- protected Olympic trademarks in any way tailed application information as well as
visions have to be adhered to provided the whatsoever, logos of non-Olympic sponsors requests for the Swiss team logo, you will
interview is carried out in consultation with must not be visible either in the layout or in find further assistance at gutzumdruck@
the Head of Team. the image, nor on the back of the autograph swissolympic.ch.
After your competitions have ended, you card. For neutral autograph cards (without
may appear free of charge – with the rele- logos of non-Olympic sponsors), you are
vant request – as a co-commentator with not permitted to add the protected Olympic
accredited radio and TV broadcasters. This is figurative marks yourself (as per p. 8). How-
on the precondition that you are interviewed ever, if those figurative marks are apparent
by a reporter and you have the permission of in an image of the Olympic Games which
the Head of Team and the Chef de Mission. you use for a neutral autograph card, that is
You may also take part in Internet chats if permitted.
the questions and answers are recorded by
a journalist.
16 17COMPANIES AND
NON-OLYMPIC SPONSORS
Advertising and communication message applies to all the athletes depicted.
ALLOWED NOT ALLOWED
activities An additional, individual greeting and con-
gratulation message to individual athletes is
Athlete Sponsor Athlete Sponsor
Advertising and communication campaigns then no longer an option. Such social media 14 February at 4:43 PM • 14 February at 4:43 PM •
with Olympic participants may also be contin- posts must not include any protected Olym-
ued with the same intensity during the period pic trademarks (as per p. 8) and no direct ref- Congratula�ons on your medal! Congratula�ons on your medal at the Olympic Games!
of the Olympic Games if those activities were erence may be made to Swiss Olympic, the
started at least one month before the start Swiss Olympic team as a whole, the IOC or
of the period of the Olympic Games. Such the Olympic Games. Sponsors of sports feder-
activities must not comprise any protected ations which do not have any individual rights
Olympic trademarks (as per p. 8) and no direct to the individual athletes, are not deemed to
reference may be made to Swiss Olympic, the be personal sponsors. Olympic participants
Swiss Olympic team as a whole, the IOC or or their personal management must sub-
the Olympic Games. In order to protect the mit a list of their personal sponsors to Swiss Like Comment Share Like Comment Share
Olympic participants and be certain of the Olympic before the start of the period of the 26 Top comments 26 Top comments
admissibility of the campaign, it is requested Olympic Games. The notification form pro- Write a comment ... Write a comment ...
that Swiss Olympic be notified of it before- vided for that purpose can be requested at Press Enter to post. Press Enter to post.
hand. An appropriate notification form can rule40@swissolympic.ch and returned, duly View all 37 comments View all 37 comments
be requested from Swiss Olympic via rule40@ completed, to the same e-mail address.
swissolympic.ch. Post congratulating on a medal during Post congratulating on a medal during
Images of the Olympic Games in which pro- the period of the Olympic Games without the period of the Olympic Games with
During the period of the Olympic Games, tected Olympic trademarks are apparent reference to/presence of protected protected Olympic trademarks.
personal sponsors may, for each medal must not, at any time, be used by non-Olym- Olympic trademarks.
competition in which the supported Olym- pic sponsors. Please note that professional
pic participant takes part, send a maximum images from accredited photo agencies must In campaigns during the period of the Olym- For all campaigns it is essential to ensure that
of one greetings or congratulatory message not be altered/retouched. If, however, an im- pic Games as described above, it must not be authorisation is always obtained beforehand
exclusively via the company’s own social age detail which does not comprise any pro- claimed or suggested that a product or ser- from the Olympic participants concerned.
media channels. The same message can be tected Olympic trademarks is selected, its use vice offered has improved the performance
posted once and at the same time on various is permitted. Only photos or still images are of the participant or that he was able to take
social media channels of the company (either permitted for greeting and congratulation part in the Olympic Games because of it.
as a post or story – not the two together). messages. Videos, GIFs or animations may
If an image with several athletes is used for not be used.
a greeting or congratulation message, the
18 19With reference to the Swiss Federal Act Commenting on social media posts of Before and after the period of the Olympic Competitions
against Unfair Competition (UWG), an exces- Olympic participants is permitted, provided Games, companies and non-Olympic spon-
sive dependence on the Olympic Games even that those posts do not comprise any sors may, in advertising campaigns with Competitions in connection with the Olympic
without making use of protected Olympic protected Olympic trademarks. This also a neutral design and wording, refer to the Games (quiz questions on the Olympic
trademarks is not permitted, if the person applies to the highlighting of your own performances of Olympic participants at Games, ticket raffles, trips to the host city as
looking at the campaign could make the company or non-Olympic sponsors within Olympic Games. However, this may only be prizes, etc.) are permitted only for the part-
assumption that the company is a sponsor a post. Liking and uncommented sharing of a statement about the person in the sense of ners of Swiss Olympic and those of the IOC.
of the Olympic Games, the IOC or of Swiss social media posts is, in any event, permitted. a photo caption and not the main statement
Olympic. Emojis count as comments and may not be or message or the hook of the advertising
used for an uncommented repost. campaign.
ALLOWED NOT ALLOWED ALLOWED NOT ALLOWED
Jane Sample Jane Sample
28 July at 4:43 PM • 28 July at 4:43 PM •
At last, I’ve achieved my goal! Gold at the Olympic Games Tokyo 2020!
Jane Sample Jane Sample
wears the new wears the new
functional shirt. functional shirt in
Paris 2024
Jane Sample Jane Sample
Olympic champion Paris 2024 Olympic champion Paris 2024
Like Comment Share Like Comment Share
26 Top comments 26 Top comments
Write a comment ... Write a comment ...
Press Enter to post. Press Enter to post.
Athlete sponsor Fantas�c! What an achievement! Our congratula�ons! Athlete sponsor Fantas�c! What an achievement! Our congratula�ons!
Like • Reply • 1 • 30 June at 6:24 PM Like • Reply • 1 • 30 June at 6:24 PM
Congratulatory post or repost that has Congratulatory post or repost that has
been commented on, without protected been commented on, with protected
Olympic trademarks during the period Olympic trademarks.
of the Olympic Games.
20 21OLYMPIC PARTNERS MEDIA AUTHORITIES
Olympic partners may mention their brands, Images of the Swiss Olympic team entering In the context of editorial coverage, media For welcome-home celebrations in honour of
products and services in connection with the the stadium for the opening ceremony of the may use the protected logos and terms as Olympic participants, protected word marks
Olympic Games. In addition, they have rights Olympic Games which show several athletes well as visual material of the Olympic Games and figurative marks and visual material of
to protected Olympic trademarks and can use from various kinds of sport may also be used (e.g. «Olympic Games supplement»). The the Olympic Games may be used, as long as
them in advertising and communication ac- by the Olympic partners for advertising and word marks and figurative marks cannot, no non-Olympic sponsors of the celebration
tivities before, during and after the Olympic communication activities even without the however, be used for product marketing or other companies are present. This also
Games. During the period of the Olympic consent of the athletes shown. However, (e.g. Olympic subscription). Furthermore, applies to flyers, advertisements and posters
Games, they are permitted to use Olympic reference may be made only to the Swiss it is not permitted to place advertising of promoting the celebration.
participants for advertising and communi- Olympic team as a whole, not to individual non-Olympic sponsors without clear separa-
cation activities if they have sought their athletes. tion from coverage of the Games. The above-
permission. mentioned rights do not apply to corporate
and brand publications.
22 23CONTACTS AND INFO We would be pleased to answer any questions and queries: Information regarding advertising and marketing activities: Gian-Carlo Schmid Head of Sponsorship +41 31 359 71 28 rule40@swissolympic.ch Cyrill Woodtli Sponsorship Staff Member +41 31 359 71 49 rule40@swissolympic.ch Information regarding media work: Alexander Wäfler Head of Media and Information +41 31 359 72 16 +41 76 436 38 40 alexander.waefler@swissolympic.ch Information regarding team clothing: Franziska Wehrle Head of Communication +41 31 359 71 48 franziska.wehrle@swissolympic.ch Further information www.swissolympicteam.ch 24 25
Main National Partners Premium Partners
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