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Brand Protection  
Guidelines
Advertising Market  
and Advertisers
verSION 2
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Rio 2016 Brand Protection Guidelines for the 
Advertising Market and Advertisers
This publication is a living document intended to provide advertisers 
of products and services, advertising and publicity agencies, as well 
as marketing professionals in general with information relating to the 
protection of the Olympic and Paralympic brands.
Please note that the content of this document is updated at regular 
intervals. Users should ensure that they have the most recent version  
at hand for consultation purposes at www.rio2016.com/en/copyright.
.NET PDF Document Viewing, Annotation, Conversion & Processing
Form Process. Fill in form data programmatically. Read form data from PDF form file. Add, Update, Delete form fields programmatically. Document Protect.
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Introduction.......................................................................6
rio 2016 Games funding sources ...................................7
Why we must protect rio 2016 official brands ...........8
The Brand Protection area ..............................................9
rio 2016 Games official partners  ................................10
5.1 Commercial ...........................................................10
5.2 Non-commercial ...................................................11
Official brands ..................................................................12
6.1 The Olympic and Paralympic symbols ..............13
6.2 Official rio 2016 Olympic and Paralympic  
Games brands .............................................................18
6.3 Other graphic elements ......................................19
6.4 Official products...................................................21
6.5 Publications and audio-visual products .........22
6.6 Official designations and expressions ............23
6.7 Brazilian Olympic Committee (COB) and 
Brazilian Paralympic Committee (CPB) brands ....24
6.8 Olympiad v Olympic Games .............................25
6.9 Paralympic terms ................................................25
Use of rio 2016 brands ...................................................27
7.1 editorial use  ...........................................................27
7.2 Statement of facts ..............................................28
7.3 Popular and cultural expressions .....................29
7.4 Advertising and propaganda .............................30
7.5 Promotion  .............................................................31
7.6 Use of athletes’ images  ......................................33
7.7 Merchandising and promotional products  .....33
7.8 Trade names .........................................................34
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7.9 Websites and domain names ............................34
7.10 Blogs and social networks ................................35
7.11 events .....................................................................37
7.12 Programmes and projects .................................41
Ambush marketing .........................................................42
Laws protecting the rio 2016 brands .........................44
How to properly engage with  
the rio 2016 Games  ......................................................46
Conclusion .......................................................................48
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brand protection – Version 2 – february 2014
Introduction
1
The city of rio de Janeiro, Brazil, and South America will have 
the honour of hosting the greatest sporting event on the 
planet in 2016: the Olympic and Paralympic Games. ever since 
the confirmation of rio's bid victory, on 2 October 2009, the 
mega-event has been ever-present in the lives of all Brazilians. 
The announcement by Jacques rogge, the then International 
Olympic Committee (IOC) President, represented the first step 
on a journey of great opportunities and challenges.
rio’s successful candidacy for the Games was largely attributable 
to the transformative nature of the bid submitted by the city, 
the possibility of taking the Olympic and Paralympic Movements 
to new territory, the opportunity to inspire 180 million young 
people throughout South America and the promise of delivering 
an outstanding event for Brazil and the rest of the world. 
One of the determining factors that helped seal the historic 
victory was the united front presented by the three levels of 
government: municipal, state and federal. Consequently, rio 
de Janeiro is now working towards delivering an unforgettable 
experience that will combine passion with technical excellence. 
The rio 2016 Organising Committee for the Olympic and 
Paralympic Games (rio 2016) is responsible for planning, 
promoting and staging the Games. It undertakes these tasks 
with the support of its commercial and non-commercial 
partners. Amongst its missions, the organising committee 
is tasked with protecting the proprietary brands of the 
International Olympic Committee (IOC), International 
Paralympic Committee (IPC) and the rio 2016 Olympic and 
Paralympic Games.
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brand protection – Version 2 – february 2014
The budget for the organisation of the rio 2016 Games is of r$7 
billion. This funding will be drawn from private sources, in the 
form of sponsorship, ticket sales, licensing and the International 
Olympic Committee (IOC) contribution.
More details can be found here: rio2016.com/en/news/news/
rio-2016-committee-announces-r7bn-budget-for-organising-
the-olympic-and-paralympic-games
rio 2016 Games  
funding sources
2
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brand protection – Version 2 – february 2014
The Olympic and Paralympic brands express the vision 
and values of the rio 2016 Games. They are the visual 
representations of the ideals of the Olympic and Paralympic 
Movements, in addition to being a valuable marketing property.
To preserve the official brands, guaranteeing their integrity and 
emotional value is essential for the maintenance and continuity 
of the Olympic and Paralympic Movements.
The official partners that associate themselves with the Games, 
mainly due to their belief in the philosophy contained in the 
Olympic and Paralympic ideals, will add great value to the 
construction and strengthening of the brands, products  
and services.
Accordingly, it is extremely important to ensure the partners the 
right to associate themselves with the Games and preserve the 
emotional and commercial value of the brands. 
Why we must protect  
rio 2016 official brands
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