Logan Paul, the well-known YouTube creator and entrepreneur, finds himself in a trademark infringement lawsuit with the International Olympic Committee (“IOC”). The lawsuit centers on the endorsement and marketing of Prime Hydration, Paul’s energy drink. Logan Paul co-founded Prime Energy with fellow YouTube creator KSI. The drink quickly gained traction, capturing the attention of a younger audience and leveraging Paul’s substantial social media following. The IOC asserts that Prime’s marketing strategy is infringing upon its trademarks and inappropriately associating its brand with the Olympic Games. According to the IOC, Paul’s promotional activities, which include imagery and use of trademarked words like “Olympic” and “Team USA”, could lead to consumer confusion and imply an unauthorized endorsement or affiliation with the prestigious sporting event. According to the lawsuit, Prime has continued to use the infringing marketing since the committee sent the company a cease-and-desist letter on July 10.
The IOC, known for its stringent protection of its brand and trademarks, argues that such associations could undermine the integrity and exclusivity of its sponsorship agreements. A sponsorship agreement specifically at issue in this case is Coca-Cola’s exclusive right to use the IOC’s trademarks on beverages. The committee’s concerns are not merely about financial loss but also about maintaining the Olympic Games’ status as a neutral and universally respected event.
Paul has vehemently denied any wrongdoing. His legal team argues that the marketing of Prime Energy has been within legal bounds and that any perceived association with the Olympics is incidental rather than intentional. They emphasize that Paul’s brand aims to tap into general athleticism and energy, rather than explicitly tying itself to the Olympic Games or any specific sporting event. Paul’s defense also points to the broader landscape of sports marketing, where many brands leverage athletic imagery and endorsements. They argue that such marketing practices are commonplace and not intended to deceive or mislead consumers about official affiliations.
As the line between influencer-driven brands and traditional sports sponsorships blurs, such cases may become more frequent. Global organizations like the IOC may face more challenges in protecting their brand integrity in an age where influencers and social media play a significant role in shaping consumer perceptions. The outcome of this case could set important precedents for how brands and individuals can legally reference or connect with major sporting events.
Chilivis Grubman attorneys are experienced in trademark, copyright, and brand protection. Contact us today.