Sports Star Endorsement Olympic Advertising Controversy

The Beijing Olympic Games strictly control the advertising of non Olympic cooperative enterprises. The intellectual property right sword refers directly to the famous sports stars and famous brand enterprises in the middle of the day.

A few days ago, the Beijing Olympic Organizing Committee said that during the period from two to 00 eight, from August 1st to August 27th, the relevant media had to be suspended without the authorization of the Olympic Games athletes, coaches, officials and so on.

As a result, Yao Ming's endorsement of Pepsi Cola, Hu Jiazuo's endorsement of "Nike", Liu Xiang's endorsement of "Amway" and "Cadillac" and other corporate advertising are all off the air.

In addition, China's national diving team, the national badminton team, the Chinese table tennis team, the National Sailing Team, the women's tennis team and other previous advertising alliance with the enterprise, once the Austrian elements will also fall into the crisis of suspension.

In the past, Lining, a gymnastic prince, has always had strong connections in the three major fields of China's sports, media and economy, and his enterprises still encounter the trouble of the advertising film being about to stop broadcasting.

Earlier, Lining was hand in hand with CCTV. All the hosts and reporters on the sports channel will be wearing products provided by Li Ning Co.

Once the intellectual property rights ax has been waved, the Li Ning Co has no alternative but to tell the media that from the legal terms, there is no problem in the cooperation between Lining and CCTV. However, they have to temporarily fade in the Olympic Channel, and the sponsorship cooperation with the Olympic channel may be suspended for three months.

As a developing country, China has been pushing ahead with the protection of intellectual property rights. However, it has always encountered resistance in the big financial companies.

In particular, the advertising wars between individual large enterprises often hit the "edge ball", and the competent authorities often find it difficult to collect evidence.

The Olympic Games in Beijing can be described as "100 years of experience".

At the beginning of this year, many large Chinese enterprises have decided to use the sports stars or sports teams to fight the Olympic year's "edge ball" advertising strategy.

In the past six months, famous enterprises have invested huge sums of money to sign athletes, buy advertising prime time and position, wait for the Olympic Games to come, and win the market.

Now, the Beijing Olympic Organizing Committee has banned the contents of the ban.

Therefore, the legal profession has made a few comments on this issue, especially for the "unauthorized advertisement of the athletes, coaches, officials and so on."

Insiders pointed out that the views of the legal profession were not unreasonable, and the Beijing Olympic Organizing Committee's provisions were slightly overdone.

However, correction can only be corrected.

The reason why big enterprises are playing the Olympic Games' advertising "edge ball" is to aim at the Olympic Games and the existing vague area of law in China. If we fully comply with the legal means, we will eventually repeat the past failures of supervision, and let the Olympic Games intellectual property rights plunge into the encirclement and suppression of hidden marketing.

Therefore, we must simply draw the line of salary and strictly prohibit the non Olympic cooperative enterprises from entering the Olympic Games, and eliminate the Olympic image of "one hundred year experience" polluted by hidden marketing.

In response, an official of the Legal Affairs Department of the Beijing Olympic Organizing Committee admitted that it is necessary to abide by international rules and practices, so that China's efforts to maintain intellectual property rights in recent years are not interfered. At the same time, it is necessary to protect normal business practices including celebrities and famous enterprises. Handling the relationship between the two is not only a profound knowledge.