Covering Up Any Brand In Beijing That Hasn't Paid To Sponsor The Olympics

from the ip-insanity dept

Every time you think that the Olympics' bizarre obsession with extra-ordinary protections on intellectual property took a step beyond ridiculous, you were probably just underestimating the International Olympic Committee, who will just keep going further and further. You may recall the efforts put forth by the IOC to get special trademarks on certain words, like 2010 and Vancouver and 2012 and London, since that's where the next two Olympics will take place. While it seems ridiculous to be able to get trademarks on such things (and goes against the very purpose of trademark law), politicians seem to bow down to the Olympics. But that was just the start.

The Olympics has threatened any non-sponsor advertiser from even mentioning the Olympics, banned people in the stands from wearing clothing that has the logos of competitors to sponsors and even insisted that its security technology choices would be limited to sponsors, even if others had better technology.

The latest, however, may be the most ridiculous. All over Beijing, the brands of non-sponsors are being covered up by Olympic officials so that no one thinks that faucet maker American Standard got a "free ride." Seriously. They're putting tape over the brand name on faucets. And on light switches. And the headphones used by reporters and many other places where perfectly normal brands might occur. They've even covered up the name of a major hotel in Beijing, because it's not an Olympic sponsor.
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. The Taiden Industrial translation headsets in a large conference room have had their logos covered, as have the American Standard faucets in the bathrooms nearby, and the ThyssenKrupp escalators down the hall. Even the sign atop the InterContinental Beijing Beichen hotel, attached to the Main Press Center, has been obscured by an Olympic cloth wrap. InterContinental Hotels Group isn't an Olympic sponsor.
Why? Well, the IOC claims that it's necessary:
The International Olympic Committee says that such "brand protection" is essential for the Games to raise the corporate money that keeps them going and growing. The Games get 40% of their revenue from sponsors, with the rest coming from broadcast rights, ticketing and licensing.
A few quick responses to that whopper of a statement:
  • The purpose of trademark law is not to protect the ability of the Olympics to make a profit. It's to avoid people being confused into thinking one product is made by someone else.
  • Even if it's important for the Olympics to make money off of sponsors, it's difficult to see why that would necessitate blocking everyone else's brands. No other event does this, and those events make out just fine.
  • Couldn't some of the covered up brands make the exact same response back? American Standard sold its faucets at a certain price, knowing that it would get some brand recognition from having its brand on the faucets. By blocking that, aren't the Olympics denying American Standard's "essential brand protection" that it needs to keep making money?
Once again, the true spirit of the Olympic games seems to be in absolutely trashing the meaning and purpose of intellectual property laws.
Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team

Filed Under: beijing, international olympic committee, olympics, trademarks


Reader Comments

Subscribe: RSS

View by: Time | Thread


  • identicon
    mastmaker, 18 Aug 2008 @ 2:19pm

    I am just waiting for the day when Olympics Games dies a horrible death and a phoenix called Gnulympics raises from its ashes to take its place. The event that will bring back the true amateur participants and zero-ad open-to-all international games. We might even call it Trulympics.

    Hey, somebody quick TM those names !?

    link to this | view in chronology ]

  • identicon
    Anonymous Coward, 18 Aug 2008 @ 2:45pm

    Corporations ruin everything, from countries to sporting events.

    Greed is not good.

    link to this | view in chronology ]

  • icon
    GeneralEmergency (profile), 18 Aug 2008 @ 3:11pm

    New Olympic Sport

    The 50 Non-Sponsor Logo Tape-over.

    Working only from memory and armed with color-coded 3 inch wide rolls of Olympic Symbol tape, the competitors race into the stands and tape off branding logos being worn by the spectators. Scoring is a complex task taking into account "Time", "Total Items Covered", "Mistakes Made", "Area of the Polygon in the Stands Searched" and my personal favorite, special bonus points for locating and taping over the mouths and noses of any intellectual property attorneys in the stands.

    link to this | view in chronology ]

  • identicon
    Kevin Donovan, 18 Aug 2008 @ 3:14pm

    Corporate Pressure

    I wonder how much of the IOCs actions are done to appease actual pressure from the sponsors. That is, are Coke and Visa the cause of the problems or is it purely IOC?

    link to this | view in chronology ]

  • identicon
    spepper, 18 Aug 2008 @ 3:18pm

    covering up

    this is typical of communistic culture: to cover up what they, the communistic elite, decide is not worthy of expression-- whether in physical or electronic form-- in their world, the state takes precedence over the individual, whether that individual be in corporeal or corporate form-- so they get to decide what goes, over everything and everyone else-- resulting in extreme xenophobic attitude towards their own populus, not to mention anything and anyone else around the world--

    link to this | view in chronology ]

  • identicon
    Anonymous Coward, 18 Aug 2008 @ 3:27pm

    Shut up spepper. It's the opposite of communism. It's capitalism taken to the extreme. It's "You have to pay to be shown here. Otherwise, we won't even allow it to happen by accident". So stfu with your stupid communist bulshlit. Do you think movie companies don't do the same things in movies?

    link to this | view in chronology ]

    • identicon
      Anonymous Coward, 19 Aug 2008 @ 11:46am

      Re:

      Shut up spepper. It's the opposite of communism. It's capitalism taken to the extreme. It's "You have to pay to be shown here. Otherwise, we won't even allow it to happen by accident". So stfu with your stupid communist bulshlit. Do you think movie companies don't do the same things in movies?
      It's authoritarianism, which can occur in any system that allows power to be concentrated, such as both communism and capitalism.

      Intolerance, such as telling others to "shut up", is also a hallmark of both systems.

      link to this | view in chronology ]

  • identicon
    Anonymous Coward, 18 Aug 2008 @ 3:28pm

    Only in Bejing.
    I wonder how the british people are going to feel when when the IOC tries this.

    link to this | view in chronology ]

  • identicon
    Pope Ratzo, 18 Aug 2008 @ 3:30pm

    It's nice that you inform us of this ridiculous over-stepping by the IOC regarding intellectual "property" and I'm glad that there will be much appropriate outrage here on Techdirt and on the internet.

    But be advised: Your excellent journalism and righteous outrage will mean approximately nothing. The corporations and the governments they now direct will roll right over the common sense of law, the sovereignty of countries, and the common interest of consumers.

    All we are for is working, borrowing and spending. There is a worldwide assault on the middle and working classes and it will not stop until our standard of living is barely above poverty, and we work 80 hours a week to pay off the credit cards with which we bought the consumer "goods".

    It's way too late to expect your pitiful righteous outrage to do any good. Are you ready to turn your back on your sucking consumerist lifestyle?

    link to this | view in chronology ]

  • identicon
    George, 18 Aug 2008 @ 3:38pm

    How low can they go?

    What would the original Greeks in Olympia have to say? It's ashamed that a so-called Olympic sports that is (IOC) would stoop so low, down to this level all in the name of GREED $$$$. How shameful has the IOC shown itself to the world especially to China?

    GP

    link to this | view in chronology ]

    • identicon
      John Wilson, 19 Aug 2008 @ 3:36pm

      Re: How low can they go?

      In point of fact, the ancient Greeks would have been proud of the IOC.

      At least for the Greeks the games were as much a show of military prowess as anything else. And you can bet your sweet bippy that the people of Olympia and the Oracle there weren't giving anything away for free.

      Mind you, the ancient games tended to be blood sports and performed in the nude.

      I wonder if that was still true today....

      (giggles)

      ttfn

      John

      link to this | view in chronology ]

  • identicon
    Trevlac, 18 Aug 2008 @ 3:41pm

    I hate China and Corporations. When the two come together it's like a barrage from hell.

    link to this | view in chronology ]

  • identicon
    Dave Z., 18 Aug 2008 @ 3:44pm

    I wonder if the tape maker is an Olympic sponser?

    link to this | view in chronology ]

  • identicon
    Anonymous Coward, 18 Aug 2008 @ 3:45pm

    So, would that be 3M tape that they are using?

    link to this | view in chronology ]

  • identicon
    Anonymous Coward, 18 Aug 2008 @ 4:23pm

    Kinda makes a mockery of the Olympic claim that sportsmanship is key, really.

    link to this | view in chronology ]

  • identicon
    me, 18 Aug 2008 @ 4:37pm

    Nothing gets

    How many new sponsorships the IOC is expecting out of this. It is conceivable, bassed on this misguided logic, they could dictate material vendors for all summer and winter games (just trying to keep this blog from a lawsuit) construction related projects. Yet if the goods are poor quality who gets stuck with them in the long run. How far will this go?

    link to this | view in chronology ]

  • identicon
    Anonymous Coward, 18 Aug 2008 @ 5:28pm

    Isn't that Special

    "You may recall the efforts put forth by the IOC to get special trademarks on certain words, like 2010 and Vancouver and 2012 and London ..."

    I thought that you could not patent, copyright or trademark a number. If you can, I guess Intel would like to know.
    Remember the 486 ?

    link to this | view in chronology ]

    • icon
      Peter Blaise Monahon (profile), 19 Aug 2008 @ 3:57am

      Earlier: "... the efforts put forth by the IOC to get special trademarks on certain words, like 2010 and Vancouver and 2012 and London ..."

      International treaties and "special law" legislation protect various trademarks from competitive registrations from others, such as Smokey The Bear, the Red Cross, and the Olympics: Section 103(4) of the Amateur Sports Act of 1978, 36 U.S.C. 373(4), which defines Corporation as the United States Olympic Committee, and Section 110 of the Amateur Sports Act of 1978, 36 U.S.C. 380, which provides to the Corporation exclusive rights in specified Olympic symbols and terms for one of the organizations responsible for organizing and presenting the Olympic Games, and so on.

      ==

      Earlier: "... I thought that you could not patent, copyright, or trademark a number. If you can, I guess Intel would like to know. Remember the 486 ? ..."

      Don't confuse unrelated things:

      1 - you can USE anything in a trademark, you just can't successfully REGISTER anything with the US Trademark Office.

      2 - Intel lost "486" because it was DESCRIPTIVE, meaning that "486" merely described the product (four 8086 chips on one chip), so they were denied REGISTRATION.

      Go to the USPTO Trademark web site and search for any number ("1", "2" and so on) and find many numbers used in trademark registrations as a source identifier for good or services:

      http://tess2.uspto.gov/bin/gate.exe?f=login&p_lang=english&p_d=trmk

      ==

      Wh at we have in the opening story is an unattributed insanity, and speculations as to the source - high muck-a-mucks*, or just wanna-be underlings in the IOC or the PRC.

      The difference?

      ==

      * "high muck-a-muck" is a loose interpretation of Native American "hayo makamak" meaning "the well fed"

      link to this | view in chronology ]

      • identicon
        Nasch, 19 Aug 2008 @ 8:48am

        Re: Off topic

        * "high muck-a-muck" is a loose interpretation of Native American "hayo makamak" meaning "the well fed"

        "Native American" is not a language. Try again. Also that change in pronunciation from one language to another is not interpretation, but I think referred to as corruption.

        link to this | view in chronology ]

  • identicon
    Dan, 18 Aug 2008 @ 6:06pm

    The obvious response is to boycott the Olympics and any sponsors products. The IOC is a money grubbing commercial monopoly and the sponsors are greedy opportunists and politicians. The sooner the IOC chokes on their own vomit, the sooner the games can resume in the original intent and spirit.

    link to this | view in chronology ]

  • identicon
    Eric, 18 Aug 2008 @ 6:08pm

    The Olympics

    I love corporations to a degree. I hate China and I REALLY hate the Olympics. I refuse to watch ANY of the events. Too much politics. Way more than should ever be included in sports. And this whole name brand cover up is stupid. Help us all if the Chinese ever turn 100% capitalist.

    link to this | view in chronology ]

  • identicon
    Michael Kemp, 18 Aug 2008 @ 6:20pm

    Re: Only in Beijing

    I suspect the British will feel just the same as the Chinese. We’ll also be just as powerless to stop it. The British Library’s “Taking Liberties” project isn’t an example of British bloody mindedness. It’s a heartfelt expression of concern by a good number of academics that the British state is becoming evermore repressive.

    link to this | view in chronology ]

  • icon
    Allen (profile), 18 Aug 2008 @ 10:28pm

    Face and the farce?

    I've seen the pictures and it is a farce. I wonder if this is not a case of some official unable to admit a cock-up because he doesnt want to lose face.

    Try this scenario:

    1. original instruction cover brands that could be seen with the rings clearly implying a sponsorship relationship.

    2. Some over zealous flunky ran riot with the tape.

    3. Some Journo asks a higher level flunky "what the huh?"

    4. Higher level flunky defends the lower level flunky's actions without checking the facts.

    5. Hilarity ensues.

    link to this | view in chronology ]

  • identicon
    David Oliver, 19 Aug 2008 @ 12:45am

    It does seem a bit ridiculous but to be fair the taping over of non-sponsor logo's is only happening in the actual Olympic venues, and not all over Beijing.

    I was in the Bird's Nest last night and no one was looking at what logo's were on people's clothing. Like many things in China a lot of rules & regulations are announced but not always enforced.

    The security procedures to get into venues are tight but some of the measures such as the matching of real names and photos to tickets to prevent scalping simply never happened. At some venues they do take your photo when you present your ticket but its meaningless as they never took photos when people bought the tickets. Most of my tickets have come from a scalper and I haven't had any problems.

    link to this | view in chronology ]

    • identicon
      Anonymous Coward, 19 Aug 2008 @ 11:58am

      Re:

      It does seem a bit ridiculous but to be fair the taping over of non-sponsor logo's is only happening in the actual Olympic venues, and not all over Beijing.

      What, you mean they are breaking into people's homes all over Beijing to cover up the brands of their faucets? Thanks for clearing that up for us, Captain Obvious.

      link to this | view in chronology ]

  • icon
    MadJo (profile), 19 Aug 2008 @ 1:02am

    This type of stuff has been happening for years now.
    During the most recent World Cup of Soccer/Football, fans wearing a piece of clothing of a certain brand of beer was not allowed in the stadiums, because the brand hadn't paid for sponsorship.
    And I believe that in the previous Olympic Games it also happened.

    The IOC is not about the games anymore, it's about money, greed and power.

    link to this | view in chronology ]

  • icon
    PaulT (profile), 19 Aug 2008 @ 1:14am

    @ Everyone above making disparaging comments about communism, the Chinese, even the British:

    This has nothing to do with them. This is about the IOC, and international capitalist body. It's based in Switzerland, headed by a Belgian and even has members from your glorious homeland helping to make these decisions.

    link to this | view in chronology ]

  • identicon
    Lisa, 19 Aug 2008 @ 1:47am

    Every time you think that the Olympics' bizarre obsession with extra-ordinary protections on intellectual property took a step beyond ridiculous, you were probably just underestimating the International Olympic Committee, who will just keep going further and further. You may recall the efforts put forth by the IOC to get special trademarks on certain words, like 2010 and Vancouver and 2012 and London, since that's where the next two Olympics will take place.

    link to this | view in chronology ]

  • identicon
    T-Zombix, 19 Aug 2008 @ 4:59am

    Word "Sport" must be protected

    It is about time that somebody sue "Olympic committee" for using the word "Sport" in connection to anything that have any link to word "Olympic" or at least charge them for using the "Sport" as excuse for extortion. I'm sorry to say but Olympic games are as much "Sport" event as war in Iraq is Humanitarian Aid Relief Tour (♥)

    link to this | view in chronology ]

    • identicon
      Fushta, 19 Aug 2008 @ 10:21am

      Re: Word "Sport" must be protected

      It's the "Olympic Games." They don't use the word "Sport" because most of the events in the Olympic Games aren't sports, they are merely games or activities (i.e. anything with judges who decide the outcome: gymnastics, diving, etc).

      link to this | view in chronology ]

  • identicon
    Mr. Blankpage, 19 Aug 2008 @ 8:19am

    Its ironic

    How news & gov'ts try to stomp on China for censorship & human rights violations, then happily go off to commit their own violations.

    Screw the Olympics. Who needs corporate crap packaged as wholesomeness?

    link to this | view in chronology ]

  • identicon
    lolsauce, 19 Aug 2008 @ 10:10am

    ...

    All the companies that had their logos covered should sue them. I'm sure they can come up with something to get them on... I just think it'd be funny.

    link to this | view in chronology ]

  • identicon
    I hate ads., 19 Aug 2008 @ 10:13am

    heheh

    To continue on with my usual ways, any advertisement I see in these kinds of events: I will not purchase it for at least 1 year. I hate ads, they don't work, and I intend to prove it.

    link to this | view in chronology ]

  • identicon
    Fushta, 19 Aug 2008 @ 10:23am

    Free Tape

    What is the penalty for removing the tape? It would be fun to go around after the tape-police have come through, and take it all down.

    Ha, then start covering up all of the official sponsors' names with the tape you liberated.

    link to this | view in chronology ]

  • identicon
    Vex, 19 Aug 2008 @ 11:47am

    The Pirate Bay

    The IOC has sent a letter to the swedish Minister for Justice, asking her to make sure the Opening Ceremony is removed from The Pirate Bay.

    Too bad Sweden has laws against ministers handling specific cases. :)

    Still, it's pretty ridiculous.

    link to this | view in chronology ]

  • identicon
    Anonymous Coward, 19 Aug 2008 @ 5:47pm

    "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."

    What is the punishment for urinating on their tape ?

    link to this | view in chronology ]

  • identicon
    Anonymous Coward, 21 Aug 2008 @ 3:54pm

    Down with Greed!

    link to this | view in chronology ]


Follow Techdirt
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Discord

The latest chatter on the Techdirt Insider Discord channel...

Loading...
Recent Stories

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.