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When a company buys the rights to be an official sponsor of the Olympic games, there are certain perks that come with the package.  High visibility of sponsor logos and products are expected.  What isn’t expected is for nonsponsor products to have their trademarking kept out of sight.  Yet, that is what happened at the 2008 Beijing Olympics.  Armed with duct tape and an indefatigable staff of sponsor monitors, China’s brand protection police were busy making sure that the sponsorship rules were being followed to the letter.
 
The Wall Street Journal first reported the odd appearance of taped over signs, fixtures, and panels.  “In media centers, dormitories and arena bathrooms, pieces of tape cover logos of fire extinguishers, light switches, thermostats, bedroom night tables, soap dispensers and urinals,” stated the Journal.  While sponsors can appreciate the effort to ensure that their products get the brand recognition that was paid for, there are some folks, like Matsushita Electric Industrial spokesman Toshihiko Shibuya, who found the zealous nature “very bizarre”.  Shibuya told the Wall Street Journal “It’s surprising they’d go to that extent.”
 
China, however, is attempting to make the most of hosting the Olympics.  This is a grand opportunity for China to prove to the world that it takes business — legitimate business — seriously.  The concern is born from recent news headlines that have besmirched China’s honor, awarding the country the dubious title of the counterfeiting capital of the world.  “Piracy and counterfeiting levels in China remain unacceptably high,” US Trade Representative Susan C. Schwab told BPCouncil.  From counterfeit Nikes to fake diabetes kits, China has had an awful track record for enforcing international trademark laws and intellectual property rights.  The 2008 Olympics in Beijing came with lofty expectations of sponsorship rights and protections.  China is making the most of this high profile event to rebuild a sullied reputation.
 
In addition to the duct tape brigade, Olympic organizers also released announcements regarding branding policies.  From the Xinhuanet, Olympic organizers advised attendees wishing to view the equestrian events on branding policies.  “If spectators are wearing clothes or carrying accessories with large or obvious advertising messages on them, they can be required to remove them or cover them up,” Stephen Selby, director of Intellectual Property of Hong Kong government, announced at a press briefing.  He also warned against accepting branded items given away by companies outside the sporting venues.  Having large crowds all carrying logo’d items from a nonsponsor conveys an improper message, he worried.
 
Future Olympic host nations are already leaning forward to protect the integrity of the Olympic brand and sponsoring companies.  Canada has put legislation in place to protect the Olympic brand and sponsors from “ambush marketing” for when they host the 2010 Olympics.  London has also implemented legislation for it’s hosting of the 2012 Olympics.  In addition, London set forth a very open FAQ webpage  that addresses specifically what is protected and how to stay withing regulations.  Russia has already launched an outdoor advertising campaign, featuring posters that warn against the problems of counterfeit products bearing the Olympic symbol. They even have a hotline established to take calls explaining Olympic brand protection and ascertaining whether the public is understanding the message properly in time for the 2014 games.  As for duct tape, there is nary a word.
 
Duct tape has many uses.  From its original design to hold together air ducts, to working as a stop-gap airplane canvas fix, “100 mile an hour tape” has seen it all.  Now, it can be used as a low tech way of enforcing brand protection.  While other countries may not go to the extremes that China has, it should be interesting to see how nonsponsors’ “ambush marketing” ploys are foiled by watchful International Olympic Committee compliance teams.  From here on out, Olympic coverage has a whole new meaning.