Ahead of the London 2012 Games, the UK government enacted legislation six years in advance to prevent ambush at the Games, similar legislation in Brazil, the “Rio Olympic Act” only took effect in May 2016, to little or no fanfare. There was no official press release and no guidelines issued. At the date of writing, the most readily available official guide to brand protection at the 2016 Games is dated January 2014 and doesn’t reflect the new legislation.
This article seeks to give international businesses planning on marketing their brands in Brazil in the next few weeks an oversight of the new Brazilian legislation, so make sure you’re up to speed by reading the full Rio Olympic Act: a last minute hurdle for ambush marketers article here.
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About Alex Kelham, Head of Sports Business Group, Lewis Silkin