London 2012

Brands and bright ideas: how our IP and IT experts help make the Games happen

Everyone knows it takes more than great athletes to make the Olympic and Paralympic Games a success. But few people know the crucial role intellectual property (IP) and information technology (IT) play in bringing the event together.

Here are some highlights of the work we’ve done to support this vital part of London 2012.

Brands

We’ve helped LOCOG’s brand protection team protect LOCOG’s valuable brands (such as the London 2012 logos and mascots) and appoint a cost-effective protection and licensing strategy. We’ve advised on trade mark matters and infringement too.

As a result, the public can be confident they’re buying genuine merchandise, from toy mascots to tea mugs. Without sponsorship, the Games just couldn’t happen: it’s a huge investment that needs protection.

London 2012 Olympic Torch Relay

From securing ownership of the IP rights in the Olympic Torch to handling the sponsorship deals and the legal work for the online nomination process, as well as contracts that will see 8,000 Torchbearers take part in the 70-day relay, our lawyers have been involved every step of the way.

Broadcasting

We’re proud of our part in negotiating the broadcasting deal that will see Channel 4 broadcast the Paralympics, which will hopefully bring it to the largest audience ever.

We also helped negotiate Ofcom’s commitment under the Host City Contract. This ensures there’s enough broadcasting spectrum for everyone who needs to communicate at Games time, not just the broadcasters. Think walkie-talkies and wireless devices.

Outsourcing

Over the years our lawyers have helped with:

• the ticketing agreement, which will see Ticketmaster provide over six million tickets for spectators;
• the agreement with GlaxoSmithKline to provide laboratory services as part of the anti-doping programme; and
• the online merchandise store agreement, including website development and supply chain and distribution, so fans can capture a little piece of the Games spirit.

IT

We tackled the complex IT arrangements that underpin the Olympic Delivery Partner agreement and the contracts that appointed the consortium to do all the Olympic Park construction, making both clear and effective.

Data protection

From sorting out security clearances for thousands of staff and volunteers to holding personal details of children taking part in educational events, LOCOG has to handle and keep secure a wide range of personal data. We have been involved at all levels – sitting down with the Information Commissioner to look at how best to fulfil the spirit of the rules and working out who has what access to information.

Music, medal ceremonies and much, much more...

We’ve barely scratched the surface of our IP and IT input here. We haven’t mentioned negotiations about sponsorship, contracts for posters by famous artists, competitions to choose the medal designs, negotiations with the former Children’s Laureate to write stories, and so on.

We’d love to tell you more. Contact Avril Martindale for more details of our IP/IT experience on the road to London 2012.

The Games entail pretty much every IP right that exists – trade marks, copyright, patents, designs, confidential information, unfair competition, data protection – every mechanism the law has to protect creativity and originality.

• Arthur Artinian, Senior Associate

Times have changed since London last hosted the Games...
Back in 1948, TV was in its infancy and global branding was a rarity. Today, broadcasting and brand rights are two of the chief economic supports of the Games, and our specialists have helped pin down the arrangements that attract that funding.

We are genuinely thrilled to be given this opportunity to work with LOCOG to bring Paralympic sport into full public focus before, during and beyond the 2012 Games and to deliver a lasting legacy, including altering public attitudes to disability and disability sport. Kevin Lygo, Channel 4

• Avril Martindale, Partner