Marca Olímpica e Marketing de Emboscada na Itália

Resumo

A subsistência do Comitê Olímpico Internacional, dono dos Jogos Olímpicos, depende da proteção de sua marca contra o marketing de emboscada que tem o potencial de comprometer futuros contratos com parceiros oficiais e reduzir o retorno econômico e a possibilidade efetiva de sediar os Jogos e financiar o Comitê Organizador. Essa necessidade leva a potenciais desequilíbrios entre direito público e privado, com medidas voltadas para a proteção de interesses específicos do COI. A criticidade adicional é dada pela interferência em toda a sociedade de intervenções legislativas desnecessárias que têm repercussões sociais, econômicas e políticas no país anfitrião com o COI que requer planejamento longo e antecipado dentro do processo de licitação. Após a atribuição dos Jogos Olímpicos de Inverno de 2026, a introdução na Itália de uma lei especial destaca as questões críticas da intervenção do legislador para combater a ameaça de marketing de emboscada. O exame do decreto-lei n. 16 de 11 de março de 2020 da República Italiana, os documentos que tratam da fundamentação do direito italiano e das posições dos estudiosos, visam verificar como a Itália tem tratado as solicitações do COI. Conclui-se que esta intervenção legislativa se caracteriza por medidas mínimas que garantem a realização dos Jogos, mas deixam quase inalterada a necessidade de o COI desenvolver suas próprias estratégias autônomas de defesa. Haverá que pensar se é possível satisfazer o pedido do COI de forma consistente com os códigos legais ou se representa uma ameaça injusta a outros interesses públicos e privados.

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