The olympic games are a global sporting celebration, but at the same time they have become the focus of pseudo-deceptive goods and hidden marketing. The protection of the olympic brand is essential, not only for the preservation of olympic values, but also for supporting athletes and safeguarding the olympic solidarity fund model。
= the olympic games are approaching, and the international community is working together to strengthen the protection of the integrity of the games。
On 24 october, various stakeholders from the public and private sectors will gather in milan to participate in a high-level international conference on the theme “intellectual property protection in the context of the milan-cortina winter games of 2026”. The meeting, co-organized by the joint international olympic committee (ioc) of the italian intellectual property protection association (indicam) and the organizing committee of the milan-cordina winter olympics in 2026, was one of italy's important events in the “anti-fake week”, reflecting italy's national commitment to intellectual property protection and combating counterfeiting。
The participants will focus on three main topics: “intellectual property and sport - global trends and the importance of hosting the event organizers”, “illicit olympic-related activities” and “law enforcement strategies”. The meeting will also share practical experiences and present effective protection tools and cooperation models。
Click to view the full meeting agenda and click to open the meeting registration
Gathering forces to protect the values of sport
The conference aimed to raise awareness of the importance of intellectual property protection and to promote collaboration between rights-holders, public institutions and private sector actors - the crucial role of intellectual property protection in the successful conduct of major sporting events has become more prominent as milan-cordina winter games approach in 2026。
Participants will include local and national government officials, representatives of law enforcement agencies, business partners, intellectual property practitioners, legal experts and representatives of the sports industry. Challenges and opportunities for brand protection and anti-false enforcement in the context of comprehensive international sporting events will be explored。
Ioc anti-false scheme
The ioc anti-false strategy is structured around four core pillars:
Protecting consumers from counterfeit and potentially harmful goods
(b) to preserve the integrity of the olympic brand and the official empowerment scheme
Guarantee income directly used to support sports and sports development
Support law enforcement and judicial bodies in combating illegal activities。
2024 the experience of the paris olympic games: the path to global law enforcement
In preparation for the 2024 olympic games in paris, ioc implemented a comprehensive and concerted brand protection strategy, with significant results online and offline。
In addition, a global customs control plan covering more than 50 countries is being pursued in tandem to provide precision in the entire process from the production, transport and eventual entry of counterfeit goods into the host country. Following most of the major seizures, the relevant departments have taken legal action to send a clear signal that “olympic brands will be fully protected”。
