Olympics Files Lawsuit Over ‘Ambush’ Ads : Marketing: Officials of the games say American Express is trying to suggest that it’s a sponsor, while the real sponsor is Visa.

Organizers of the Winter Olympics said Wednesday that they are suing American Express Co. for an “ambush” advertising campaign involving the company’s charge card.

New York-based American Express has run ads that suggest that it is an Olympic sponsor, said Dick Pound, chairman of the International Olympic Committee’s marketing commission.

However, it is rival Visa International that paid $20 million to be the official credit card of the Albertville games, which begin Saturday.

Pound said the games are being hit by “ambush marketing,” as competitors of Olympic sponsors try to benefit by suggesting that they too have official connections.

“The most flagrant has been American Express, but there have been others,” he said. “We have been very vigilant in trying to stop this activity.”

The 12 sponsors of the winter games and the summer games in Barcelona provide about $170 million in revenue and benefits to the Olympics effort, Pound said.

He said American Express’ campaign is aimed at showing that it has far more outlets in the Albertville area than rival companies.