10 Ways Brands Are Talking About the Olympics Without Saying 'Olympics'

And one company that's suing the USOC

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

If you're not an official Olympic sponsor brand, talking about the Olympics on social media during the games can be a minefield thanks to the U.S. Olympic Committee's strict intellectual property rules. Some brands have managed to leverage the enthusiasm of the games without breaking the rules, however. Here's how they're doing it:

Getting USOC waivers prior to the games. In 2015, the IOC and USOC announced changes to sponsorship rule 40 that allow athletes to appear in generic advertising that does not explicitly mention the games or use any Olympics intellectual property.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in