USOPC Eases Rule to Allow Athletes Limited Advertising During 2020 Olympics

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COLORADO SPRINGS, Colorado, Oxt. 8, 2019–The United States Olympic & Paralympic Committee on Tuesday released an updated version of Rule 40 and Paralympic athlete marketing guidance to enable limited advertising for athletes for the Olympic and Paralympic Games Tokyo 2020.

“We are sharing an updated Rule 40 guidance that embraces the athlete perspective while honoring critical support USOPC, IOC and IPC partners provide for the Olympic and Paralympic movements,” said USOPC CEO Sarah Hirshland.

“We worked to create a guidance that increases athlete marketing opportunities and, importantly, respects Rule 40 and affirms our commitment to providing value to our partners, and maintains funding and participation pathways for Team USA, and athletes around the world.”

Rules governing advertising for athletes at the peak of their career had come under increasing pressure, especially after Germany eased requirements a year ago.

Key points of the new USOPC Rule 40:

–Athletes are now able to thank personal sponsors during the Games;

–Athletes are now able to receive congratulatory messages from personal sponsors during the Games;

–Athlete personal sponsors are now able to engage in generic advertising during the Games;

–Official partners maintain continued exclusivity around Team USA and Games marks and imagery;

–Official partners receive increased ambush protection through the introduction of a Personal Sponsor Commitment, and

–All existing partner benefits related to timing and support of USOPC partner staff continue.

The updated Rule 40 guidance for Tokyo 2020 represents what Han Xiao, chair of the USOPC’s Athlete Advisory Committee, called “a really positive step for athlete marketing rights.”

“This guidance enables athlete opportunities in an entirely new way and is a sign of great progress as we continue to work closely with the USOPC.”