03 October 2025 - The Olympic Games are a global celebration, but they also represent a significant target for counterfeiting and ambush marketing. Protecting the Olympic brand is critical not only to preserving the values of the Games, but also to supporting athletes and ensuring the Olympic solidarity funding model.
As the Milano Cortina 2026 Olympic Winter Games draw closer, efforts to protect the integrity of the Games are being strengthened through global collaboration.
Stakeholders from across the public and private sectors will gather in Milan on 24 October for a high-level conference on “IP Protection in the Context of Milano Cortina 2026”, organised by the Italian association for intellectual property protection (INDICAM), in collaboration with the International Olympic Committee (IOC) and the Milano Cortina 2026 Organising Committee. The event is part of Italy’s Anti-Counterfeiting Week, reflecting the national commitment to safeguarding intellectual property (IP) and tackling counterfeiting.
The participants will discuss the topics of “IP and Sport – Global Trends, Importance for the Hosts and Event Organisers”, “Illicit Activities Related to the Olympic Games” and “Enforcement Strategies”. The meeting will offer practical insights into effective tools and partnerships.
The full programme is available here.
Registrations for the event are open here.
A collective effort to protect sport
The conference is intended to raise awareness and foster collaboration between rights-holders, public institutions and private sector actors on the critical importance of IP protection in the successful organisation of major sports events, with Milano Cortina 2026 now on the horizon.
Attendees will include local and national authorities, law enforcement agencies, commercial partners, IP practitioners, legal experts and sports industry representatives. Together, they will explore challenges and opportunities in brand protection and anti-counterfeiting enforcement in the context of international multi-sport events.
The IOC’s anti-counterfeiting programme
The IOC’s anti-counterfeiting strategy is built around four key pillars:
- Protecting consumers from counterfeit and potentially harmful goods
- Preserving the integrity of the Olympic brand and official licensing programmes
- Safeguarding revenues that directly support athletes and sports development
- Supporting law enforcement and judicial authorities in combatting illegal activity.
Lessons from Paris 2024: a global approach to enforcement
In the lead-up to Paris 2024, the IOC implemented a comprehensive and coordinated brand protection strategy that produced substantial results across both online and offline environments.
In the digital space, more than 52,000 infringing online sales were taken down across major e-commerce platforms and social media networks. In total, over 682 million item units were removed from online marketplaces, representing an estimated value of USD 6.2 billion. These efforts were made possible through direct partnerships with the world’s leading digital platforms, reinforcing the IOC’s commitment to proactive and collaborative enforcement.
Ambush marketing was another key focus. In total, 1,780 cases were identified and successfully resolved, ensuring that the exclusive rights of Olympic sponsors were respected and preserved.
Offline, brand protection activities led to the seizure of over 1.25 million counterfeit Olympic-branded products worldwide. These operations relied on close cooperation with customs authorities, police forces and anti-fraud agencies, together with international crime-fighting organisations including OLAF (European Anti-Fraud Office), INTERPOL, EUROPOL and the World Customs Organization.
A global customs surveillance programme, active in more than 50 countries, helped target counterfeit goods at every stage of their journey, from manufacturing and transit to their final destination in host countries. In many cases, these efforts resulted in legal action after significant seizures, sending a clear message that the Olympic brand will be protected at every level.
