Athletes & Their Affiliations: Rule 40 & The Olympics
The Olympics are the pinnacle of global sports, where athletes from all corners of the world come together to compete at the highest level. Not only is this a crucial time for athletes, it is also a crucial time for marketers, with some of the world’s biggest brands fighting for their spot in the limelight. One of the most significant regulations advertisers must be cautious of is Rule 40. Let’s explore how this impacts athlete brand partnership and their ability to promote their sponsors.
What is Rule 40?
Rule 40 was implemented by the International Olympic Committee (IOC) to preserve the unique nature of the games and to prevent over-commercialisation. The rule essentially limits the ability of athletes to promote non-Olympic sponsors during specific blackout periods before, during and after the games.
The intention of Rule 40 is to ensure the focus remains on the top-tier performance of the athletes and competition, rather than viewers being bombarded with sponsorships and ads.
Impact on Athletes Personal Sponsorships
For the athletes competing, Rule 40 presents both challenges and opportunities. Many athletes heavily rely on sponsorships and endorsements from their brand partnerships, so the blackout period can limit their earning potential. However, for athletes in less popular sports or without consistent sponsorship deals, the Olympics represents their best chance at securing deals with big brands.
How to Navigate Rule 40
Over the years, athletes and their brand representatives have become increasingly savvy in navigating Rule 40. Here are some strategies advertisers can use:
- Generic Advertising: Athletes are able to appear in ads during the blackout period as long as the campaigns don’t feature Olympic symbols such as the rings or terms such as ‘gold’ or ‘games’.
- Pre-Games Marketing: Before the blackout period, many athletes will ramp up their advertising efforts to ensure their sponsors still get visibility while also complying with the rule.
- Social Media Use: Through social media channels, athletes can connect with their audience through sharing behind the scenes content and personal experiences from the games. This keeps their profiles active and engaging throughout the games, so users stick around and will be shown the sponsored content post-games.
Looking to the Future
Rule 40 is a crucial aspect of the Olympic Games, shaping how athletes and brands interact during this global event. As the dialogue between the IOC, athletes and sponsors continues, in the next Olympics we may see further tweaks to the rule to uphold the spirit of the games while also supporting the athletes who make the games what they are.
