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This is THE INDICATOR FROM PLANET MONEY. I'm Adrian Ma. And I'm Wailin Wong. So for all you romantic comedy fans out there, here is a meet cute. Imagine it is the 2024 Olympics. OK. That's not too hard to do.
这里是THE INDICATOR FROM PLANET MONEY。我是Adrian Ma。我是Wailin Wong。对于你们这些浪漫喜剧迷来说，这是一次邂逅。想象一下2024年奥运会。好吧。这并不难。
Zeke is a 100-meter sprinter for Team Great Britain. He bumps into a beautiful woman named Olivia, who has come to the Olympics for a dream internship.
Zeke是英国队的百米短跑运动员。他遇到了一位名叫Olivia的美丽女子，她来奥运会是为了一份梦寐以求的实习工作。
And if you're thinking, I didn't hear about this budding Olympic romance on NBC this week, well, you'd be right because this is actually a fictional story.
如果你在想，我本周没有在NBC上听到这个萌芽中的奥运恋情，那么你是对的，因为这实际上是一个虚构的故事。
It's the premise for a book that came out last month called "Let The Games Begin." Zeke and Olivia are characters invented by debut novelist Rufaro Faith Mazarura.
这是上个月出版的一本名为Let The Games Begin的书的前提。Zeke和Olivia是处女作小说家Rufaro Faith Mazarura创造的角色。
They don't like each other at the beginning, but over the course of the book and over the course of the summer and the Olympics, they start to fall for each other and navigate their little, quote, "life crises" together.
一开始，他们并不喜欢对方，但随着故事的发展，随着夏天和奥运会的进行，他们开始爱上对方，并一起度过了他们之间的“生活危机”。
Rufaro let her imagination run free for her novel. She designed her own opening ceremony and described raucous athlete parties in the Olympic Village.
Rufaro在小说中自由发挥想象力。她设计了自己的开幕式，并描述了奥运村里喧闹的运动员派对。
But Rufaro had to be careful about using the word Olympics when it came to promoting her book.
但在宣传她的书时，Rufaro必须谨慎使用“奥运会”这个词。
And there's no Olympic flag or rings on the cover, either. That's because these words and symbols are the legal property of the International Olympic Committee.
封面上也没有奥运会旗帜或五环。这是因为这些文字和符号是国际奥委会的合法财产。
We couldn't use the rings 'cause they don't belong to me. Rufaro says she was never that worried that the International Olympic Committee would come after her.
我们不能使用这些五环，因为它们不属于我。Rufaro说，她从来没有担心过国际奥委会会找她麻烦。
This is a concern, however, for companies that sponsor athletes but aren't on the IOC's official roster of partners.
然而，对于那些赞助运动员但不在国际奥委会官方合作伙伴名单上的公司来说，这是一个令人担忧的问题。
They have to follow strict rules in their marketing, or they risk drawing the ire of the IOC.
他们必须在营销中遵守严格的规定，否则可能会激怒国际奥委会。
Today on the show, we look at the lengths the IOC will go to safeguard its trademarks.
今天在节目中，我们来看看国际奥委会为保护其商标将采取何种措施。
And we talk to one small athletic brand about how it sponsors Olympians without saying the word Olympics. That's harder than a Yurchenko double pike. I don't know what that is.
我们与一家小型运动品牌谈论了它如何在不提及奥运会这个词的情况下赞助奥运选手。这比尤尔琴科屈体两周更难。我不知道那是什么。
Our vocab term for this episode is something that sounds like it could be an Olympic event. That term is ambush marketing.
我们为这一集准备的词汇听起来像是奥运会项目。这个术语是伏击营销。
Yeah. This should be part of the modern pentathlon. You know, like, after the fencing and the equestrian show jumping...
是的。这应该是现代五项全能的一部分。就像在击剑和马术障碍赛之后……
You then have to surprise tackle your competitor. Yeah. Hopefully it doesn't involve, like, horses or guns.
然后你必须出其不意地对付你的竞争对手。是的。希望它不涉及马匹或枪支。
Ambush marketing is when a company tries to benefit financially by associating itself with an event that it doesn't officially sponsor.
伏击营销是指一家公司试图通过将自己与它没有正式赞助的活动联系起来来获得经济利益。
And this is something that often comes up with big sports and entertainment events, like the Super Bowl or the World Cup.
大型体育和娱乐活动，如超级碗或世界杯，经常会出现这种情况。
If you think about the concept of ambush, it's extremely subjective.
如果你考虑一下伏击的概念，就会发现它非常主观。
Fernanda Magalhaes is a partner at Kasznar Leonardos, a law firm in Brazil. For the 2016 Summer Games in Rio de Janeiro, she was chief intellectual property counsel for their organizing committee.
Fernanda Magalhaes是巴西律师事务所Kasznar Leonardos的合伙人。在2016年里约热内卢夏季奥运会上，她是组委会的首席知识产权顾问。
Basically, her job was to stop ambush marketing. And that meant making sure only authorized brands used words and images that belonged to the IOC.
基本上，她的工作是阻止伏击营销。这意味着要确保只有授权品牌才能使用属于国际奥委会的文字和图像。
And in the 2016 Games, those words included things specific to the host city, like road to Rio or Rio 2016.
在2016年奥运会上，这些文字包括主办城市特有的内容，如road to Rio或Rio 2016。
So does that mean that a bakery next door to the stadium couldn't have the word Rio? If they have been using that for 10 years or whatever, no, that's not a problem.
那么这是否意味着体育场旁边的面包店不能使用里约这个词？如果他们已经使用这个词10年或更长时间了，不，这不是问题。
But if overnight, right next to the major opening ceremony stadium, somebody opened a store, and you have Rio 2016 bakery, you would be sure to get a cease-and-desist letter or at least a contact.
但是，如果一夜之间，就在开幕式主场馆旁边，有人开了一家商店，而你开了一家Rio 2016年面包店，你肯定会收到一封禁止令函，或者至少是一份合同。
And we did a lot of that. We established about 2,700 cease-and-desist letters during 2016.
我们做了很多这样的事情。我们在2016年发出了大约2700封禁止令函。
Twenty-seven hundred cease-and-desist letters. I mean, that's a lot of stamps to lick. It's a lot.
2700封停止令。那要盖的印章可不少。真的很多。
Trust me, I know. Fernanda says she and her team understood that a lot of violations were unintentional.
相信我，我知道。Fernanda说，她和她的团队明白，很多违规行为都是无意的。
For example, a small business might have no idea that the phrase going for gold was off limits.
例如，一家小企业可能不知道“going for gold”这句话是禁忌。
So Fernanda says the lawyers would try to take a friendly tone and offer guidance with what language was allowed.
因此，Fernanda说，律师会尽量保持友好的态度，并指导你使用什么语言。
Hey, we know you don't mean it. You can engage in other ways. Let's talk about the sports. Support your country but don't try to take advantage of the event commercially. That's the difference.
我们知道你不是故意的。你可以用其他方式参与。我们来谈谈体育吧。支持你的国家，但不要试图利用这次活动来获取商业利益。这就是区别所在。
There are billions of dollars at stake when it comes to Olympic sponsorships.
奥运会赞助涉及数十亿美元。
During the period covering the Pyeongchang and Tokyo Games, revenue from the IOC's highest-level sponsorship program brought in $2.3 billion.
在平昌奥运会和东京奥运会期间，国际奥委会最高级别赞助计划的收入为23亿美元。
That's 30% of the IOC's total revenue for that period.
这是国际奥委会同期总收入的30%。
Now, according to the committee, it keeps just a small portion of that money for its own operations, and it says the majority of the funds get distributed to national Olympic committees in individual countries and towards the development of sports.
现在，据国际奥委会称，它只保留其中一小部分用于自己的运营，并表示大部分资金都分配给各个国家的国家奥林匹克委员会和体育发展。
The big business of the Olympics also benefits the corporations that pay to be official sponsors at the global level.
奥运会的大生意也使付费成为全球官方赞助商的公司受益。
At the Paris Games, there are just 16 brands in this top tier of sponsorship, and they're rewarded with exclusivity in their product category.
在巴黎奥运会上，只有16个品牌处于这一顶级赞助级别，并且它们获得了其产品类别的独家经营权。
That means Visa, for example, is the only credit card accepted at the Paris Games.
例如，这意味着Visa是巴黎奥运会唯一接受的信用卡。
And Coca-Cola, the Games' longest-running sponsor, is the only brand that gets to use the Team USA trademark in the U.S. beverage market.
而奥运会历史最悠久的赞助商可口可乐是唯一在美国饮料市场上使用美国队商标的品牌。
In fact, last month, the U.S. Olympic and Paralympic Committee sued the beverage company Prime Hydration.
上个月，美国奥林匹克和残奥会委员会起诉了饮料公司Prime Hydration。
The committee alleges that Prime Hydration illegally used terms like Team USA and going for gold in product packaging and advertising.
该委员会指控Prime Hydration在产品包装和广告中非法使用了Team USA和going for gold等字眼。
The lawsuit said these trademark violations amount to millions of dollars in damages. By the way, we reached out to Prime, and the company declined to comment.
诉讼称这些商标侵权行为造成了数百万美元的损失。顺便说一句，我们联系了Prime，该公司拒绝置评。
The billions of sponsorship dollars flowing to the IOC means both the committee and its corporate backers have a huge financial incentive to protect trademarked assets.
数十亿美元的赞助资金流向国际奥委会，这意味着委员会及其企业支持者都有巨大的经济动机来保护商标资产。
And the thinking is if any old company could put the Olympic rings on a poster or in a TV ad, that would water down the value of the image.
而人们的想法是，如果任何一家老公司都能把奥运五环放在海报或电视广告中，那就会降低形象的价值。
Companies that aren't sponsors can apply for special permission to use these words and symbols.
非赞助商公司可以申请特别许可使用这些文字和符号。
Beyond that, the IOC relies on a patchwork of international and national laws in individual countries to protect its trademarks.
除此之外，国际奥委会依靠各个国家的国际法和国内法来保护其商标。
But the sheer amount of global advertising in social media means some violations may slip through the cracks.
但社交媒体上全球广告的数量之巨意味着一些违规行为可能会漏网。
Fernanda says that the IOC uses automated tools to monitor all this stuff. The companies that are official Olympic sponsors, along with their ad agencies, also keep an eye out. Fernanda says the brands take this vigilance very seriously.
Fernanda说，国际奥委会使用自动化工具来监控所有这些内容。奥运会官方赞助商及其广告代理公司也在密切关注。Fernanda说，这些品牌非常重视这种警惕性。
If you can't make sure that your consumer is watching the official media and knowing that that is a brand associated with that Olympic movement, with the Olympic spirit, with the Olympic values, then it's too polluted. It's too busy. You have to fight for your space.
如果你不能确保你的消费者关注官方媒体，并知道这个品牌与奥林匹克运动、奥林匹克精神和奥林匹克价值观有关，那么它就太污染了。它太忙了。你必须为自己的空间而战。
But that fight can sometimes feel bruising for smaller brands. Arielle Knutson is chief executive of Oiselle, a company that's based in Seattle and makes women's running clothes.
但这种斗争有时会让小品牌感到痛苦。Arielle Knutson是Oiselle的首席执行官，该公司总部位于西雅图，生产女式跑步服装。
Arielle herself runs marathons and has competed in nine triathlons. Although she says she would not want to do the Olympic triathlon in the River Seine.
Arielle本人参加过马拉松比赛，并参加了9场铁人三项比赛。不过她说她不想参加塞纳河的奥运会铁人三项比赛。
The swim is very high-stress, so I would just avoid that altogether. So this is not even, like, an E. coli issue? Yeah. I mean, that doesn't help the cause. I'll say that.
游泳非常紧张，所以我会完全避免。这甚至不是大肠杆菌问题？是的。我的意思是，这对事业没有帮助。我会这么说。
Oiselle has sponsored athletes for at least a decade. And during the 2016 Rio Games, a Oiselle-sponsored runner named Kate Grace competed in the 800-meter event.
Oiselle赞助运动员至少十年了。在2016年里约奥运会期间，Oiselle赞助的一位名叫Kate Grace的跑步运动员参加了800米比赛。
In the lead-up to the Games, the company used the phrase road to Rio in a blog post about Kate.
在奥运会前夕，该公司在一篇关于Kate的博客文章中使用了“road to Rio”这个短语。
Well, you can probably guess what happened next. Oiselle got a cease-and-desist letter saying it had violated something called Rule 40. That's a part of the Olympic charter that applies to brands and athletes.
你大概能猜到接下来发生了什么。Oiselle收到了一封禁止令函，称其违反了Rule 40。这是适用于品牌和运动员的奥林匹克宪章的一部分。
It goes into effect a little over a week before the Games and lasts a couple of days after the closing ceremony.
该禁令在奥运会前一周多一点的时间生效，并在闭幕式后持续几天。
During this period, even words like medal and performance can be deemed forbidden, depending on the context.
在此期间，甚至像medal和performance这样的词语也可能被视为禁止使用。
You can't even say medal? No. That's, like, just using English words. Can you say shmedal (ph)? Oh, I think we're going to need a judge's ruling on that.
你甚至不能说medal？不。那只是使用英语单词。你能说shmedal吗？我认为我们需要法官对此作出裁决。
You know, Oiselle needed a way to promote Kate Grace going to the Olympics without mentioning the Olympics.
Oiselle需要一种方法来宣传Kate Grace参加奥运会，而无需提及奥运会。
We ended up using a lot of, like, yay, you're so great at sports language because that's the best you can do, you know, to not be specific about the Games and not break any trademark rules.
我们最终使用了很多，比如，你非常擅长体育语言，因为这是你所能做的最好的事情，不要具体说明奥运会，也不违反任何商标规则。
You think you're being so creative, trying to string together, you know, acceptable language, and then you're like, oh, shoot. Forgot that that word was on there.
你认为你很有创造力，试图将可接受的语言串联起来，然后你就像，哦，该死。忘记了那个词。
And yet Oiselle's run-ins with Rule 40 have not deterred the brand from continuing to sponsor Olympic hopefuls.
然而，Oiselle与Rule 40的冲突并没有阻止该品牌继续赞助奥运希望之星。
This year, the company is supporting American wheelchair racer Jenna Fesemyer in the Paralympic Games.
今年，该公司将支持美国轮椅赛车手Jenna Fesemyer参加残奥会。
A couple of weeks ago, Oiselle posted a photo of Jenna on Instagram. You won't find the word Olympics or Paris 2024 anywhere in the caption.
几周前，Oiselle在Instagram上发布了一张Jenna的照片。在图片说明中，你不会看到Olympics或Paris 2024的字样。
Instead, there is a winky face emoji followed by an American flag and an arrow pointing to the French flag. Here's hoping that Jenna comes back with a shmedal.
取而代之的是眨眼表情符号，后面是一面美国国旗和一个指向法国国旗的箭头。希望Jenna能带着奖牌回来。
