Amid growing global interest, the Milano-Cortina 2026 Olympic and Paralympic Games have drawn widespread attention, placing brands and businesses under heightened scrutiny. Navigating the legal boundaries of Olympic and Paralympic intellectual property (IP) is essential to avoid significant financial and reputational risks.
Olympic IP encompasses more than the iconic Five Rings. It includes emblems, logos, mascots, anthems, and official designations, all of which are legally protected to preserve the Games’ integrity and commercial value. The Nairobi Treaty of 1981, which Italy has ratified, prohibits the unauthorized use of Olympic symbols for commercial purposes. This protection applies to the Milano-Cortina 2026 Games, covering trademarks such as “Milano Cortina 2026” or “Giochi di Milano Cortina 2026.”
Italy’s legal system provides multiple safeguards:
- The Italian Intellectual Property Code prohibits unauthorized trademark registrations or the use of Games-related signs.
- Copyright Law protects creative works associated with the Games.
- The Civil Code prevents misleading consumers about sponsorships.
- Unfair Commercial Practices laws address deceptive marketing tactics.
- Olympic Law explicitly criminalizes ambush marketing, with penalties ranging from €100,000 to €2.5 million.
The Fondazione Milano Cortina 2026 has established comprehensive guidelines to define acceptable and prohibited uses of Olympic IP. These guidelines apply to retail, media, digital platforms, and events. For example, selling merchandise with unapproved logos or using Olympic imagery in advertising without authorization may result in legal consequences.
Ambush marketing - attempting to mimic official sponsorships - remains a high-risk strategy. Even indirect associations, such as similar colors or designs, may be deemed deceptive if they confuse consumers. The law differentiates between authorized sponsorships and parasitic activities, ensuring only official partners benefit from commercial opportunities.
Businesses must actively monitor their use of Olympic-related terms, symbols, and associations. Non-compliance can lead to legal penalties, reputational damage, and loss of consumer trust. Adherence to these rules is not optional - it is a critical step in preserving the event’s legacy and ensuring equitable competition.
The Games’ success depends on strict enforcement of IP protections. For companies, compliance with these rules is both a legal obligation and a strategic necessity.
The Milano-Cortina 2026 Games have established a clear precedent: unauthorized use of Olympic IP can result in severe consequences. Brands must remain vigilant, not only to avoid legal pitfalls but also to protect their own intellectual property from conflicts and infringements. A proactive approach is essential, and tools like IP Defender offer a reliable way to monitor national trademark databases for conflicts and infringements. By staying ahead of potential threats, businesses can safeguard their trademarks and avoid costly mistakes.