©2016. Published in Landslide, Vol. 8, No. 6, July/August 2016, by the American Bar Association. Reproduced with permission. All rights reserved. This information or any portion thereof may not be copied or disseminated in any form or by any means or stored in an electronic database or retrieval system without the express written consent of the American Bar Association or the copyright holder.
Hosting the 2016 Summer Olympics will be a major undertaking for Rio de Janeiro, Brazil. Brazil has the advantage of having hosted the 2014 FIFA World Cup—an event comparable to the Olympics in size and global stature. The World Cup shone a spotlight on Brazil’s policies and legal framework around intellectual property protection, and the Olympics will pose yet another challenge to Brazil’s intellectual property regime. Brazil has implemented event-specific legislation for the Olympic Games, but only time will tell whether these protections are sufficient to address the trademark infringements and ambush marketing that will undoubtedly occur. Ambush marketing is a strategy used in advertising to lead consumers to believe that a company is an official sponsor of an event—in this case, the Olympics—when in reality the company is acting deceitfully and is not a sponsor.1
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