Commonwealth Act

Major Sporting Events (Indicia and Images) Protection Act 2014

The Major Sporting Events Act controls protected event indicia and images used in merchandise, ads and promotions.

In forceCommonwealthPlain-English guide4 practical checks

Plain-English explainers, not legal advice. Check the linked official source before you rely on a specific section, and get advice for your situation.

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Quick read

The Major Sporting Events (Indicia and Images) Protection Act helps protect official event indicia and images for declared major sporting events.
For small businesses, the risk is ambush marketing: making products or promotions look connected to a protected event without permission.

Likely relevant if

Businesses selling event-related merchandise
Advertisers, venues, hospitality businesses and tourism operators
Online sellers and marketplaces using event names, images or slogans

Check first

Check whether a major sporting event and its protected indicia or images are covered before commercial use.
Avoid event-themed advertising, packaging or merchandise that implies unauthorised association.
Review import, supplier and marketplace arrangements for event-branded goods.

Major event marketing risk

Major sporting events create commercial moments for retailers, venues, tourism operators and online sellers. They also create protected branding ecosystems.

This Act matters when a business uses event-related names, images, slogans or references in a way that suggests official connection. The same campaign may also raise trade mark, copyright and Australian Consumer Law issues.

Risk points

Check whether the event is covered and what indicia or images are protected.
Review product names, ad copy, packaging, hashtags and website banners.
Avoid implying sponsorship or official connection unless the business is authorised.

Where small businesses get exposed

Business activity	Risk to check
Event-themed merchandise	Protected event words or images on goods, packaging or listings.
Venue promotions	Offers that imply the venue is an official event partner or sponsor.
Tourism and travel packages	Advertising that suggests authorised event access or association.
Imported goods	Border seizure or supply disruption if goods use protected event indicia.

Operator lessons

Key takeaways

Event marketing should be cleared before ads, listings and packaging go live.
Generic celebration of sport is safer than official-looking event branding.
Suppliers should warrant that event-related merchandise is authorised.
Get legal help before importing or selling event-branded goods.

Plain-English glossary

Protected indicia: Words, expressions or signs protected for a major sporting event.
Protected images: Images or visual material protected for a major sporting event.
Ambush marketing: Marketing that suggests an official event association without authorisation.

Common questions

Does this apply to every sporting event?

No. It applies to protected major sporting events and the indicia or images covered for those events. Always check the current schedules and official event rights.

What is ambush marketing?

It is marketing that suggests an event connection, sponsorship or official relationship without authorisation.

How Sprintlaw can help

Trade Mark Registration Regulatory Compliance