By: Allison Haworth
Entering week two of the 2018 Winter Olympics in Pyeongchang, South Korea, the PR experts are striking gold as sporting events are aired almost every time one turns on the T.V. Consisting of 15 sports ranging from Alpine Skiing to Bobsled to Figure Skating, there is no shortage of exciting news to report back to the citizens of each competing country.
Because the Winter Olympics take place every four years, there is a lot of excitement occurring in the media to cover as much content as they can. Before PR and marketing professionals publicize their stories or commercials, it might be worth taking a look at the rules and guidelines the Olympic Committee have put in place in order to protect their rights.
As for sponsors, there are many regulations for media coverage with the athletes. Because brands are paying the athletes a majority of their paycheck to do the sport they love, it is expected that they advertise the sponsor’s logos on all sportswear at almost all times throughout The Games. One downside of this is non-sponsored athletes could gain exposure due to association in the Winter Olympics. According to Glean.info, Ambush marketing is “a planned attempt by a third party to associate itself directly or indirectly with the Olympic Games to gain the recognition and benefits associated with being an Olympic Marketing Partner.”
While this is one of the many rules from the United States Olympic Committee and the International Olympic Committee, it is a sticky situation for PR and marketing professionals of the sponsoring brands. There are many rights that the Olympic Committee has when it comes to media coverage, but we all can agree that The Games unite the world as one as we all compete for the gold!
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