The International Olympic Committee`s (IOC) long-standing justification for Rule 40 was that it prevented the over-commercialization of the Olympic Games while protecting official Olympic sponsors who would obtain exclusive exhibition rights during the Games in exchange for their sponsorship. According to the previous iteration of Rule 40, «no participant, coach, coach or official participating in the Olympic Games may allow his or her person, name, image or sporting performance to be used for advertising purposes during the Olympic Games», unless otherwise granted. Brands will try to advertise and get their message across wherever people look, and people see the Olympics in large numbers. Just as paid official sponsorships of games are quite expensive, other brands that don`t pay an official sponsorship fee have often tried to participate in ambush marketing around games. In response to Ambush`s marketing and to secure high sponsorship fees, the International Olympic Committee implemented Rule 40 of the Olympic Charter, which states that only approved sponsors can refer to Olympic intellectual property. Rule 40 creates a lock-in period that begins nine days before the opening of the Games and continues until three days after the Closing Ceremony (rule 40). Despite the relaxation of Rule 40, restrictions remain: Team USA athletes will be limited to seven thank you messages during the Olympic Games (the content of which will be verified), and personal sponsorship messages that congratulate athletes will not be able to use Olympic intellectual property or imply a link, membership, connection or sponsorship with Team USA or the Olympic Games. Nevertheless, the door has been opened to more advertising opportunities for Team USA athletes and their personal sponsors. The supposedly global deal, which appears to have an option to extend until 2032, would be the first long-term sponsorship by us Olympic and Paralymppic Properties (USOPP), the joint venture selling the LA28 organizing committee and the USOC. Nike will have access to U.S. Olympic brands and graphics for use in advertising and marketing, as well as for display on its expanded brand line like Converse.
He will also work with the committee in a multi-million dollar licensing agreement to produce goods ranging from shoes to clothing. The deal would be the first towards LA28`s national sponsorship target of $2.5 billion. Updated Rule 40 requires Team USA athletes to officially register their personal sponsors with the USOPC via an online portal. Once the athlete has registered their personal sponsor, the personal sponsor receives a link through which they can click to accept a personal sponsorship obligation that prohibits, among other things, any ambush marketing or other marketing in violation of the USOPC terms. Without this registration and agreement, the personal sponsor is not permitted to market an athlete in the United States during the 40-rule period. . .