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.