The International Olympic Committee (IOC) is ramping up efforts to tackle counterfeits as the first week of the 2024 Summer Olympic Games kicks off.

It says it is taking strong action to fight against IP infringements, including counterfeit Olympic-branded merchandise, along with help from the Paris Organising Committee and the support of authorities and key actors, including the French anti-counterfeiting and IP rights protection association UNIFAB.

The IOC notes that among the counterfeit items most commonly identified are apparel and products featuring the official mascots of the games – the Olympic Phryge – modelled on a Phrygian hat chosen as a symbol of freedom. The unlawful resale of tickets and hospitality packages is also being targeted.

The IOC says it has strengthened its efforts to detect and intercept counterfeit goods before they reach the market. In 2023, it enhanced its partnership with the World Customs Organisation and joined the European Commission’s Memorandum of Understanding on the Sale of Counterfeit Goods on the Internet, significantly bolstering its ability to combat online sales of fake merchandise.

It also provides regular training to law enforcement authorities around the world to facilitate the detection of Olympic counterfeit products. In preparation for the Games, more than 20,000 law enforcement officials were trained to detect Olympic counterfeit goods.

According to reports from Reuters, before the Olympics began, Paris officials were already clamping down on the sale of counterfeit items. In the Saint-Ouen flea market in April not far from where athletes are competing, the police shut down 11 stores selling counterfeit bags and shoes.

Reuters reports that they confiscated 63,000 items of clothing, shoes and leather goods, including fake Louis Vuitton and Nike.

The IOC relies heavily on the sponsorship of global brands like Coca-Cola and LVMH to help fund the staging of the Games. Being an official sponsor grants exclusive rights to commercially exploit certain marks and symbols related to the Olympic movement and those rights are strictly enforced.

Recent years have seen a marked increase in the sponsorship of sporting events by luxury and fashion brands with Olympic Games Paris 2024 sponsor French fashion house LVMH having reportedly spent $165m.

The IOC stresses that counterfeit products not only undermine official merchandise and the rights of commercial partners but can also pose safety risks to consumers due to substandard materials and manufacturing processes.

Anne-Sophie Voumard, managing director, IOC television and marketing services, said the revenue generated through the sale of official licensed products supports efforts “in giving back 90% of our revenues to athletes and sports development worldwide. This amounts to $4.2m daily. This contribution is particularly important in regions that solely depend on solidarity funding from the IOC”.

The IOC’s anti-counterfeiting programme includes advanced authentication and traceability technological measures, allowing buyers to easily verify the authenticity of Olympic and Paralympic-branded merchandise. It notes that these measures are designed to be “consumer-friendly, ensuring that every purchase supports athletes and upholds the high standards of the Olympic movement”.

Some 206 countries are represented in the Summer Olympics in Paris. More than 10,000 of the top athletes in the world have travelled to Paris to compete. It is expected that 15m tourists will visit the city during the Games.

The fourth annual Anti-Counterfeiting World Law Summit, which is hosted by GLP, will take place in London on 7 November. Click here for more details and to book a delegate ticket. For sponsorship enquiries contact [email protected]