The Paris Olympics start this weekend, and right on cue the BBC has reported that the US Olympic and Paralympic Committee is suing Logan Paul and KSI's Prime energy drinks brand for trade mark infringement. 

According to the BBC, Prime has collaborated with some of the biggest sporting stars and teams in the world including Arsenal and the LA Dodgers - but not, it seems, the US Olympic and Paralympic Committee.

Court-ing attention 

Now, in time for the Olympics, Prime has issued a special edition of its hydration drink featuring the name of US basketball star and three-time Olympic gold medallist Kevin Durant, and referencing his Olympic legacy.

The Committee has objected to the fact that the bottle and campaign feature various Olympic-related phrases and symbols, which it argues are trade marks… including (we assume) references to the fact Durant is a three time “OLYMPIC GOLD MEDALIST” (US spelling, of course):

It also said Prime has used its trade marks in internet campaigns and promotions and that consumers could be misled into thinking there is an agreement between the US Olympic and Paralympic Committee and Prime.

Punchy

It says that it has not agreed to Prime using its intellectual property and says Prime's actions were "deliberate" and “in bad faith”, especially as it sent a cease and desist letter to Prime, but the drinks brand had continued to market the product with the branding.

Good use of Energy?

As well as the ambush marketing issue, Prime is also under scrutiny because its energy drink contains caffeine and some people think that it is unsuitable for the younger audience it markets to.  This is topical in the UK, in light of the new Labour government saying in the recent King's Speech that it plans to restrict marketing high caffeine energy drinks to children.