Is it a trade mark?

Sydney 2000?

Athens 2004?

World Cup 2006?

Beijing 2008?

According to OHIM’s Board of Appeal, World Cup 2006 and related labels like Germany 2006 are descriptive and lack distinctive character.  Accordingly, it ordered their registration as trade marks cancelled.  IPKat has more details here.

May be Parliament was on to something when it enacted the Olympic Insignia Protection Act 1987.

Imagine what would happen if someone did something like this to AFL Grand Final or Formula 1 Grand Prix?