Olympic Athletes For Shoe Enterprises Endorsement Of The Row Or Not

Signing sports stars as spokesmen of corporate image has become a widely used marketing tool.

The near future Beijing Olympic Games is bound to trigger a new round of sports celebrity endorsement fever.

However, both the enterprises with the intention and the "quasi" Olympic athletes who are likely to be caught up in the business need to be careful, because a little carelessness may violate the forbidden zone of Olympic marketing.

"During the Olympic Games, athletes are not allowed to advertise for non Olympic sponsorship companies."

In June this year, at the Olympic Games of intellectual property rights protection and anti recessive market press conference held by the Beijing Olympic Organizing Committee, Chen Feng, Vice Minister of the market development department of the Olympic Organizing Committee, was like a stone stirred up waves.

Some people who do not understand the protection of Olympic intellectual property rights have questioned: which athletes should choose to advertise for their individual freedom? How can the Olympic Committee interfere with the athletes' private affairs?

In fact, it is not.

Chen Feng explained the reasons one by one.

"Restricting the use of the image of the Olympic athletes in advertising is out of the consideration of guarding against the hidden market," Chen Feng said. The implicit market refers to the unauthorized relationship between the commercial organization and the Olympic Games, which makes the public mistaken for the sponsorship or support relationship between the business organization and the Olympic Games.

International Olympic Committee has a set of policies and regulations for anti recessive market.

The forty-first paragraph and third paragraph of the Olympic Charter clearly stipulates that no athlete, coach or team member who participates in the Olympic Games shall be allowed to use his image, name or action to advertise or promote other activities during the Olympic Games without the approval of the International Olympic Committee Executive Committee.

Chen Feng said that the image of athletes can be divided into two categories: one is the image related to the Olympic Games, such as the Olympic medals on the chest or the Olympic Games in the Olympic venues with five ring signs. This kind of image is not allowed to be used for advertisements of non Olympic sponsorship enterprises, either in peacetime or during the Olympic Games, otherwise it will produce a hidden market; the other is a common image not related to the Olympic Games, which can advertise for any enterprise at ordinary times, belonging to the category of individual freedom of athletes.

Judging from past Olympic Games, International Olympic Committee usually releases advertisements for two types of enterprises during the Olympic Games.

One is the commercial advertisements sponsored by the Olympic sponsoring enterprises; the other is the pure congratulations propaganda carried out by the Olympic sponsorship enterprises or the world sporting goods industry federation members.

However, International Olympic Committee has strict restrictions on these two kinds of advertisements.

First, the enterprise must obtain the consent of the athletes themselves and the National Olympic committees. Secondly, the approval of the national (regional) Olympic Committee must be obtained; third, the contents of advertising should not be related to the performance of athletes in the Olympic Games.

What is the content of advertising and the performance of athletes in Olympic Games?

"For example, one of the athletes took the Olympic gold medal, and you said, 'it's because of wearing my shoes or eating the food I made,'" Chen Feng explained.

Congratulations on how to define sex propaganda?

Chen Feng, for instance, won the gold medal in the Olympic Games by the athletes who spoke for the members of the Federation of the world sporting goods industry. The company congratulated the athlete, but congratulated him only.