The Olympic Games are much more than a sports competition: they represent universal values of excellence, respect, and friendship. However, they are also frequent targets of counterfeiting and ambush marketing, phenomena that threaten their integrity and put both athletes and the solidarity-based funding model of the Olympic movement at risk. With the Winter Olympic Games Milano Cortina 2026 on the horizon, there is an urgent need to strengthen intellectual property protection as a core pillar in organizing such global events.

In this context, Milan will host on October 24 an international conference on “IP Protection in the Context of Milano Cortina 2026.” Organized by INDICAM in collaboration with the International Olympic Committee (IOC) and the local Organizing Committee, the event is part of Italy’s National Week Against Counterfeiting. The meeting will bring together public and private stakeholders for a joint reflection that goes beyond legal issues: it aims to protect the essence of the Games and ensure that their positive impact reaches those who deserve it most, the athletes and society at large.

A collective effort to protect sport

The conference will gather government authorities, law enforcement bodies, intellectual property professionals, private sector representatives, and sports industry actors in a single space for dialogue. The goal is to raise awareness and foster cooperation, understanding that protecting the Olympic brand is not only a legal task but also a social and cultural responsibility. In practice, participants will explore global trends, risks related to counterfeiting, and compliance strategies to ensure a safe environment for the Games.

This collective effort reflects a shared vision: sport must be shielded from illicit interests that could undermine it. Protecting brands and combating counterfeiting in international multi-sport events not only preserves the legitimacy of the Olympic movement but also ensures that resources go directly to athlete development programs and athletes, strengthening the legacy of the Games beyond competition.

The IOC’s anti-counterfeiting program

The strategy of the IOC in this area is built on four fundamental pillars: protecting consumers from counterfeit and harmful products; preserving the integrity of the Olympic brand and official licensing programs; safeguarding revenues that directly support athletes; and assisting authorities in the fight against organized crime. Every action sends a clear message: protecting the Olympic brand ultimately protects the people who make the celebration of the Games possible.

The work carried out before Paris 2024 is a tangible example of how this comprehensive approach can deliver results. More than 682 million items were removed from digital marketplaces, along with 1.25 million counterfeit products seized physically. Additionally, over 1,700 cases of ambush marketing were resolved, ensuring respect for sponsors who financially support the Olympic movement. These numbers are not just statistics—they demonstrate that global cooperation can be effective in defending Olympic values.