Marca Olímpica y marketing de emboscada en Italia
DOI:
https://doi.org/10.30937/2526-6314.v6.id159Palabras clave:
Olimpismo, marca, marketing de emboscada, WOG 2026, ItaliaResumen
El sustento del Comité Olímpico Internacional, propietario de los Juegos Olímpicos, depende de proteger su marca contra el marketing de emboscada que tiene el potencial de poner en peligro futuros contratos con socios oficiales y reducir el retorno económico y la posibilidad efectiva de albergar los Juegos y financiar al Comité Organizador. Esta necesidad conduce a posibles desequilibrios entre el derecho público y el privado, con medidas destinadas a proteger intereses específicos del COI. La criticidad adicional la da la interferencia social de intervenciones legislativas innecesarias que tienen repercusiones sociales, económicas y políticas en el país anfitrión con el COI que requiere una planificación larga y anticipada dentro del proceso de licitación. Tras la adjudicación de los Juegos Olímpicos de Invierno de 2026, la introducción de una ley especial en Italia destaca los problemas críticos de la intervención del legislador para contrarrestar la amenaza del marketing de emboscada. El examen del decreto-ley n. 16 de 11 de marzo de 2020 de la República Italiana, los documentos que tratan sobre el razonamiento de la ley italiana y las posiciones de los académicos tienen como objetivo verificar cómo Italia ha tratado las solicitudes del COI. Se concluye que esta intervención legislativa se caracteriza por medidas mínimas que garantizan la realización de los Juegos, pero dejan casi inalterada la necesidad de que el COI desarrolle sus propias estrategias de defensa autónoma. Será necesario considerar si es posible cumplir con la solicitud del COI de manera consistente con los códigos legales o si representa una amenaza injusta para otros intereses públicos y privados.
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