COMMUNICATION AND ADVERTISING IN CONNECTION WITH OLYMPIC PROPERTIESb8504622-e82d-4916... · 2019....

COMMUNICATION AND ADVERTISING IN CONNECTION WITH OLYMPIC PROPERTIES

Guidelines for athletes, federations, sponsors, companies, media and authorities September 2019

#SwissTeam

IMPORTANT DEFINITIONS 2 GOOD TO KNOW 3 - For a better understanding 3- For the spirit of sport 3 TRADEMARK PROTECTION: KEY POINTS 4 ATHLETES AND THEIR FEDERATIONS 6 - Status 6 - Search for sponsors 6 - Personal appearances 7 - Digital appearances 8 COMPANIES AND NON-OLYMPIC SPONSORS 13 - Advertising and communication activities 13 - Advertisements 15 - Competitions 15 OLYMPIC PARTNERS 16 MEDIA 16 AUTHORITIES 16 CONTACT AND INFOS 17

CONTENT

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Commercial Direct or indirect aim of the sales promotion of products or services of a company or organisation

EOC European Olympic Committee

IOC International Olympic Committee

Non-Olympic sponsors Personal sponsors of athletes and sports federations who or which are partners of neither Swiss Olympic nor the IOC

Non-Olympic zone Areas outside the competition sites and the Olympic Village (e.g. House of Switzerland)

Olympic Charter Fundamental principles, rules and bye-laws of the Olympic Games drawn up by the IOC

Olympic movement Union of all organisations, athletes and other persons who recognise the Olympic Charter as their guideline

Olympic partners Partners (sponsors) of the IOC and of Swiss Olympic

Olympic trade marks All protected figurative and word marks of the IOC and Swiss Olympic (see p. 5)

Olympic zone The competition sites and the Olympic Village in the host city

Period of the Olympic Games The period of the Olympic Games starts a few days before the opening ceremony and ends a few days after the closing ceremony. The actual period of the Olympic Games is defined individually for each mission.

Team members All accredited persons of the Swiss delegation (athletes, support staff, trainers and officials)

IMPORTANT DEFINITIONS GOOD TO KNOW

FOR A BETTER UNDERSTANDING

Along with the Olympic Games (OG), the following also always includes the Youth Olympic Games (YOG), the European Games (EG), the European Youth Olympic Festivals (EYOF), or with the Swiss Olympic Team, the Swiss Olympic Youth Team too.For the purposes of readability, the mas-culine form is used in this text. The current version of the brochure «Communication and advertising with Olympic properties» is available online at www.swissolympicteam.ch and can be called up under «Documents» for the relevant Olympic mission.

FOR THE SPIRIT OF SPORT

We champion and stand for the Olym-pic values of excellence, friendship and respect. They are the values that unite us all. With this document, we aim to support athletes as well as their support-ing staff, trainers, officials, sports feder-ations, sponsors and partners in their preparations for the Olympic Games. Below, we explain important guidelines and provide helpful tips for communica-tion and advertising around the subject of the Olympic missions.

RULE 40 OF THE OLYMPIC CHARTERThe Olympic Charter serves to protect and preserve the fundamental ideas of the Olympic Games. The sports performances

of the athletes are central. Therefore, excessive commercialisation should be prevented.Rule 40 of the Olympic Charter states that athletes, trainers, attendants, officials and other members of the Swiss Olympic Team may only use or make available for advertising purposes their name, their image or their sporting performance in exceptional cases, and exclusively accord-ing to the guidelines of the IOC, during the period of the Olympic Games*. * PERIOD OF THE OLYMPIC GAMES:

Definition, see page 1; specific inter-pretation of Rule 40 from page 6.

Moreover, in contrast to all other inter-national sports events, no advertising is allowed on the Olympic competition sites. Not even IOC partners may advertise here. INFRINGEMENTS BY TEAM MEMBERSBy signing the «Agreement on Participa-tion at the Olympic Games», which Swiss Olympic provides for all team members, the team members recognise the guide-lines included therein. Any infringement by an athlete, his federation or sponsors may result in a fine or even exclusion from the Olympic Games.

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TRADEMARK PROTECTION: KEY POINTS

PROTECTED TRADEMARKSThe following word and figurative marks from IOC, EOC and Swiss Olympic are trade-mark protected and may not be freely used for advertising purposes. The pro-tection of trademarks also applies to any manipulations of the figurative marks and translations of the word marks into other languages. The names or descriptions must not be used as hash tags either.

WORD MARKS• Olympic Games• Olympiad• Olympics• Olympic• Youth Olympic Games / YOG• European Games• European Youth Olympic Festival /

EYOF• Citius, Altius, Fortius• «Host city» and «year»

(e.g.: Minsk 2019, Tokyo 2020, Lausanne 2020, Vuokatti 2021)

• Swiss Olympic• Swiss Olympic Team• Swiss Olympic Youth Team

IMAGE RIGHTSThe IOC owns the rights to all visual material (photographs and videos) of the Olympic Games. It is not permitted to use photographs and videos on which pro-tected trademarks are visible (e.g. Olympic medals) for marketing purposes. Excep-tions to this are IOC partners and Swiss Olympic partners.

Team members may take photos for personal use only within and outside Olympic zones and also publish these (e.g. via social media channels), provided neither personal rights are damaged nor are logos, products or company names of non-Olympic sponsors visible. Video and sound recordings, on the other hand, may only be published if they have been made outside the Olympic zone. Ex-ceptions are video and sound recordings in the «Olympic Village» for the Olympic Games and YOG or the «Event Village» for the European Games and EYOF, as well as recordings of athletes from their own perspective at the national placings in the opening and closing ceremonies.

FIGURATIVE MARKS1. Olympic rings2. Logo of the respective Olympic Games3. Mascots of the respective Olympic

Games4. Sports pictograms of the respective

Olympic Games5. Graphics/design elements for the

respective Olympic Games6. Olympic Games-related emblems (e.g.

torch with flame, Olympic medal, etc.)7. Swiss Olympic logos

4 5

Max MusterAthlète olympique

Olympic AthleteMax Muster

ALLOWED NOT ALLOWED

ALLOWED

NOT ALLOWED

Maya Muster wears the new

functional shirt in Paris 2024.

Maya Muster Olympic champion Paris 2024

ATHLETES AND THEIR FEDERATIONS

STATUS

As a member of the Swiss Olympic Team you can be proud of your achievements and also show that you are. As soon as you take part in the Olympic Games, you can use the status of Olympic competitor or Olympic athlete (following a gold medal, also Olympic champion) as a title and as a personal biographical detail respectively (e.g. in your e-mail signature and on autograph and calling cards). However, these titles must not be cited more frequently or more prominently than other names and descriptions, performances and successes. Personal sponsors are permitted to use your status under the same conditions, as a statement about the person, for marketing purposes.

SEARCH FOR SPONSORS

When searching for sponsors or funding, your status as an Olympic competitor or the Olympic Games objective must not be the main statement. Objectives such as, for example, becoming one of the world’s best, must also be mentioned and given the same weighting.

PERSONAL APPEARANCES

INTERVIEWS AND MEDIA APPEARANCESInside the Olympic zone, apart from print and online journalists, you will only be interviewed for electronic media (TV/ radio) which also hold transfer rights (from Switzerland: SRG media).Outside the Olympic zone, electronic media which hold no transfer rights (local TV stations) may also hold interviews by agreement. These guidelines do not apply to interviews without cameras or radio microphones. This means that no other provisions have to be adhered to provided the interview is carried out in consulta-tion with the Head of Team.After your competitions have ended, you may appear free of charge – with the rele-vant request – as a co-commentator with accredited radio and TV broadcasters. This is on the precondition that you are interviewed by a reporter and you have the permission of the Head of Team and the Chef de Mission. You may also take part in Internet chats if the questions and answers are recorded by a journalist.

According to the Olympic Charter, ath-letes may not carry out any journalistic activities during the period of the Olympic Games. Therefore, you are not allowed, during that period, to work as a photo- grapher, a journalist producing written material or a radio or TV reporter. Excep-

tions to this are your own social media channels and blogs.

AUTOGRAPH CARDIf a special autograph card is made for you for the Olympic Games, logos of non-Olympic sponsors must not be visible either in the layout or on the photo, nor on the rear side of the autograph card.

OLYMPIC MEDALYou should celebrate a medal win in a fitting manner. You may of course also share this success on social media chan-nels, websites and blogs, provided no non-Olympic sponsors are integrated or visible.

CLOTHINGThe Swiss Olympic Team collection is the official team clothing. You wear this dur-ing the period of the Olympic Games for all interviews and photo shoots (see also the clothing manual for the relevant mission).

The federations are responsible for the competition clothing and equipment. A Swiss team logo will be made available to the federations for the federation apparel /equipment, in association with the missions managed by Swiss Olympic. For more detailed application information as well as requests for the Swiss team logo, you will find further assistance at [email protected].

Maya Muster wears the new

functional shirt.

Maya Muster Olympic champion Paris 2024

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>more

NEWS

Max Muster News 1

>more

Max Muster News 2

Max Muster News 3

NEWSOlympiaSwiss Cup

GALLERY

MEDIA

CONTACT

f t

>more

Informations about the Olympic Games

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www.maxmuster.ch


MaxMusterAthlete

>more

OLYMPIA-NEWS

Olympia News 2

>more

Olympia News 3

Olympia News 4

NEWSOlympiaSwiss Cup

GALLERY

MEDIA

CONTACT

f t

>more

Informationen zu den Olympischen Spielen

MaxMusterAthlete

Olympia News 1

www.maxmuster.ch




Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut

OLYMPIC SUB-PAGE

HOME PAGE

No additional logos or names and descrip-tions are permissible on the competition kit or team clothing. If used incorrectly, the unauthorised trademarks must be covered up.

The design must be submitted, via Swiss Olympic, to the IOC for approval. The guidelines on manufacturers’ names and descriptions are part of the Olympic Charter. It is the responsibility of the federations that the logo applications also comply with the «Guidelines Regarding Authorised Identifications» (Rule 50 for each mission).

DIGITAL APPEARANCES

The Web offers an increasing number of interesting communication opportunities. When you heed the following points, you can, without reservation, make the best possible use of your online platforms.

WEBSITESThe websites of athletes and of the fed-erations may include reports on partici-pation in the Olympic Games (e.g. objec-tives, successes, personal experiences), provided that no non-Olympic sponsors’ logos are visible, or these are differentiat-ed very clearly from the Olympic content. The safest option is to set up a sub-page (e.g. www.modelathlet.ch/olympics or www.modelfederation.ch/olympics), on which no non-Olympic sponsor logos are depicted. On your home page, you can refer to the sub-page by means of a menu item or a teaser. On the sub-page you may show photos and logos of the Games without restriction and report on the games. Please ensure that for other photos on the jerseys, no logos of non-Olympic sponsors can be seen and no personal rights breached. Furthermore, it is not permitted to create a new website specifically for the Olympic Games (e.g. www.samplefederation-olympics.ch or www.sampleathlete-olympics.ch).

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ALLOWED NOT ALLOWED

Post of athlete with protected trade-marks without sponsor presence

Post of athlete with protected trade-marks and sponsor presence

I’m Olympic champion! #Paris2024

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Maya MusterFebruary 14 at 16:43pm •

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I am an Olympic champion! #Paris2024 #athletesponsor!


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SOCIAL MEDIA AND BLOGSBlog entries must be written in the first person. You may also pass them on to the media (except for proprietary and corpo-rate publications). Also feel free to post photographs on the subject of the Olympic Games. Simply make sure that all persons

pictured consent to publication. Posts with video or sound recordings – as already mentioned under the point «Image rights» – are permitted only if you have recorded them outside the Olympic zone.

Participants in the Olympic Games are permitted to send one thank you mes-sage via social media and their per-sonal website during the period of the Olympic Games for each personal non- Olympic sponsor. However, it should not be claimed or suggested that a product or service of the sponsor has improved the performance of the participant. It is also prohibited to recommend such a product or service. Nor is it permitted to make a connection in any form between the non-Olympic sponsor and the Olympic Games. It is forbidden in particular, to in-tegrate all protected Olympic trademarks (word marks and figurative marks) as well as images of the Olympic Games into such thank you messages to sponsors.If this communication is posted at the same time on several social media plat-forms (Facebook, Instagram, Snapchat, Twitter, etc.), this counts as one single message.

Beyond this special rule, it is not permitted to advertise a brand, product or service during the period of the Olympic Games. Nor on social media or in a blog. Logos on items of clothing and products or hash tags with brand and product names are regarded as advertising. In addition, during this period, non-Olympic sponsors must not feature either in web links nor in the profile or header image. However, you do not have to delete old posts.

Confidential information on the organisa-tion and execution of the Olympic Games (e.g. on the security measures) must not be made public. Furthermore, it is pro-hibited to post religious, racist or radical views and content for propaganda pur-poses.

1110

Thank you to @athletesponsor for the many years of support for my journey.


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I am an Olympic champion! Thank you to @athletesponsor for the many years of support up to my victory in the Milan-Cor�na 2026 Olympic Games. #Athlete sponsor


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During the period of the Olympic Games with a sponsor image without mentioning protected word marks

The use of protected work and figurative marks during the period of the Olympic Games with reference to the athlete or sponsor

I’m Olympic champion!


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Athlete Sponsor shared a link via Maya MusterFebruary 14 at 18:23pm •

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I’m Olympic champion!

Athlete Sponsor Congratula�ons to Maya Muster on the medal!Like • Reply • 1 • February 14 at 18:24pm

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Athlete Sponsor shared a link via Maya MusterFebruary 14 at 18:23pm •

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Post of athlete shared by the sponsorPost of athlete shared and commented by the sponsor

ALLOWED NOT ALLOWED

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COMPANIES AND NON-OLYMPIC SPONSORS

ADVERTISING AND COMMUNICATION ACTIVITIES

Advertising and communications measures with an Olympic participant, which were already launched three months before the period of the Olympic Games, may be continued during the Olympic Games. Provided that they do not in any way refer to the participation of an athlete or to the subject of Olympic Games (names and descriptions such as Games, Summer, Winter, Gold, Silver, Bronze, medal or

podium are regarded as allusions to the Olympic Games). For such activities, prior authorisation must be sought from Swiss Olympic and written approval obtained from the team members involved.

During the period of the Olympic Games companies and non-Olympic sponsors may not launch any campaign with Olympic participants or show or mention any athletes in communications meas-ures. Even when there is no connection with Olympic Games. This applies both to

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We are proud to support @athleteX and wish him lots of luck!

ATHLETE SPONSOR @AthleteSponsor · JAN 21

We are proud to support @athleteX and wish him lots of luck in Beijing today!

ATHLETE SPONSOR @AthleteSponsor · 7h

ALLOWED NOT ALLOWED

Before the period of the Olympic Games and without mentioning protected word marks

Advertising campaign with an athlete during the period of the Olympic Games

CONGRATULATIONS ATHLETE X.WE ARE PROUD OF YOU!

CONGRATULATIONS ON YOUR MEDAL IN LOS ANGELES 2028, ATHLETE X!

ALLOWED NOT ALLOWED

offline and online media. Liking and shar-ing social media posts of the team mem-bers is allowed but commenting is not.

Before and after the period of the Olympic Games companies and non-Olympic sponsors may refer to the performance of athletes in communications. But it may only be a personal detail and not the main statement or the hook (see also «Status» section, page 6).

It is not, at any time, permitted to use legally protected trademarks or photo-graphic and video material of the Olympic Games for advertising and communication activities.

ADVERTISEMENTS

A good luck advert (published before the period of the Olympic Games) or a con-gratulatory advert (published after the period of the Olympic Games) is a pleas-ant gesture for a non-Olympic sponsor, to express joy and pride for an athlete or a team. For such advertisements, it is im-portant to ensure that the Olympic com-petitors involved have given their consent and that no protected trademarks, logos or images of the Olympic Games are used. Good luck or congratulatory adverts (on

social media posts too) during the period of the Olympic Games are prohibited for companies and non-Olympic sponsors.

COMPETITIONS

Competitions in connection with the Olympic Games (quiz questions on the Olympic Games, ticket raffles, trips to the host city as prizes, etc.) are permitted only for the partners of Swiss Olympic and those of the IOC.

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Olympic partners may mention their brands, products and services in connec-tion with the Olympic Games. During the period of the Olympic Games, they are

permitted to deploy members of the Swiss Olympic Team for communications and advertising measures if they have sought their permission.

MEDIA

In the context of editorial coverage, media may use the protected logos and terms as well as visual material of the Olympic Games (e.g. «Olympic Games supplement»). The word marks and fig-urative marks cannot, however, be used for product marketing (e.g. Olympic sub-

scription). Furthermore, it is not permit-ted to place advertising of non-Olympic sponsors without clear separation from coverage of the Games. The abovemen-tioned rights do not apply to corporate and brand publications.

AUTHORITIES

For welcome-home celebrations in honour of members of the Swiss Olympic Team, protected word marks and figurative marks and visual material of the Olym-pic Games may be used, as long as no

sponsors of the celebration or other com-panies are present. This also applies to flyers, advertisements and posters pro-moting the celebration.

OLYMPIC PARTNERS CONTACTS AND INFO

We would be pleased to answer any questions and queries:

Information regarding advertising and marketing activities: Back-office Marketing & Communikation department +41 31 359 71 [email protected]

Information regarding media work: Alexander Wäfler Head of Media and Information+41 31 359 72 16 +41 76 436 38 [email protected]

Information regarding team clothing: Franziska Wehrle +41 31 359 71 [email protected]

FURTHER INFORMATIONwww.swissolympicteam.ch

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