How Australia's marketers can navigate the Olympics

This article examines some of the strict legal requirements governing Australian brands with regards to marketing during the Olympic Games, and provides examples of the challenges and work-arounds brands have faced when trying to align with the event.

How Australia's marketers can navigate the Olympics

Brooke Hemphill

With rights-holders such as NBCUniversal looking to rake in $US1 billion in advertising dollars during the 2016 Olympics telecast, and individual spots in the broadcast fetching between $US100,000 and $US1 million, it's little surprise some brands in Australia are looking for alternative ways to capitalize on the world's biggest global sporting event.

But cashing in on the Olympics without paying the big bucks required to do so officially is a slippery slope fraught with legal risks – and brands have already been burned in the lead up to the 2016 Games...

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