The Olympic Branding Battle: Athletes versus Unauthorized Advertising

In the high-stakes arena of international sports, Olympic athletes often find themselves at the center of a commercial gold rush. While global brands vie for a slice of the prestige associated with gold-medal glory, the athletes themselves are pushing back against unauthorized advertising practices. At the heart of this dilemma lies the question of who truly owns an athlete's marketability during peak competitive events like the Olympics.

The Commercial Value of Olympic Athletes

Olympic athletes command immense attention and admiration, making them prime targets for brands seeking to align themselves with the values and successes associated with these competitors. However, as the number of unauthorized ad campaigns leveraging athletes' visages or achievements without consent grows, athletes have started to speak out and demand control over their personal brands. This situation highlights the tension between the desire of corporations to capitalize on Olympic fame, and the rights of the athletes as individuals and as professionals.

Alphabet Inc. - A Conglomerate's Standpoint

Among the interested parties observing this contest of rights and revenues is Alphabet Inc., the parent company of Google. As a multinational conglomerate and one of the most valuable tech companies worldwide, Alphabet Inc. GOOG understands the importance of brand management and intellectual property. Although not directly involved in the Olympic advertising disputes, Alphabet could be seen as a corporate example of how to navigate complex branding rights—maintaining individuality under its umbrella while overseeing varied subsidiaries.

Founded in 2015 through the restructuring of Google, Alphabet Inc. has grown to encompass not only its flagship search engine but also an array of companies in diverse sectors. Co-founders of Google remain influential figures within the corporation, ensuring that the ethos that characterized Google's success continues to guide Alphabet's expansive strategies.

brands, Olympics, advertising, rights