It may be understandable why those in charge of the 2016 Rio Olympics created Rule 40. This rule forbids athletes from pointing out in any way, or even mentioning, sponsors that helped them as they prepared to get to the Olympics, but are not actually associated with the games. After all, advertisers who do participate in the Olympics bring in a lot of money. The rule also includes forbidding the mentions of summer, effort, and performance in a generic way to promote a company.
It 's also understandable why many athletes have rebelled against the rule. They are naturally grateful for those who have helped them financially along the way.
What the Rule Says
The rule specifically forbids using an athlete 's image to promote a product or brand …show more content…
Athletes may post on social media and tweet about non-official sponsors, if they don 't use any Olympic references or properties and are give approval by the U.S. Olympic Committee.
Non–official sponsors may not use the phrases: Gold; Silver; Bronse; 2016 Rio; Rio de Janerio; Performance; Effort; Summer; Challenge; Games; Victory; Sponsors; Olympia; Olympic; Olympics; Olympiad; Olympic Games; Olympiads, or the Olympic motto “Citius – Altius – Fortius.” If any random company, including one that has sponsored an athlete, tweets anything that appears to be related to the Olympics and uses one of the forbidden phrases, it might be considered a violation of the rule. A tweet such as “Go Team USA” would not be …show more content…
Its videos have no reference to the Olympics, its properties or Rio de Janeiro. The company will host events along the beaches of Rio de Janeiro.
Smaller companies may not be able to use the Olympics in creative ways, like the bigger companies, because of a lack of money and might be afraid of tweeting.
How One Company is Fighting Back
Brooks Running Company, a sportswear maker which does sponsor Olympic hopefuls, including about 11 who will be in Rio, has fought back against the rule and has its own anti Rule 40 website, rule40.com. At the Olympic trials, it had a flatbed truck with signs such as “Good luck, you know who you are, on making it you know where,” “Not pictured here: an athlete living below the poverty line to bring glory to their country" and "it 's almost that time to stop talking about a certain international sporting event and certain athletes competing in it."
How Will Non-Official Promotions Help the Companies Who Do It?
How will the non-official promotions by athletes and the companies who have sponsored them help the business or image of those companies. Time may tell. If you would like to learn more about event-based sports marketing, feel free to contact
It 's also understandable why many athletes have rebelled against the rule. They are naturally grateful for those who have helped them financially along the way.
What the Rule Says
The rule specifically forbids using an athlete 's image to promote a product or brand …show more content…
Athletes may post on social media and tweet about non-official sponsors, if they don 't use any Olympic references or properties and are give approval by the U.S. Olympic Committee.
Non–official sponsors may not use the phrases: Gold; Silver; Bronse; 2016 Rio; Rio de Janerio; Performance; Effort; Summer; Challenge; Games; Victory; Sponsors; Olympia; Olympic; Olympics; Olympiad; Olympic Games; Olympiads, or the Olympic motto “Citius – Altius – Fortius.” If any random company, including one that has sponsored an athlete, tweets anything that appears to be related to the Olympics and uses one of the forbidden phrases, it might be considered a violation of the rule. A tweet such as “Go Team USA” would not be …show more content…
Its videos have no reference to the Olympics, its properties or Rio de Janeiro. The company will host events along the beaches of Rio de Janeiro.
Smaller companies may not be able to use the Olympics in creative ways, like the bigger companies, because of a lack of money and might be afraid of tweeting.
How One Company is Fighting Back
Brooks Running Company, a sportswear maker which does sponsor Olympic hopefuls, including about 11 who will be in Rio, has fought back against the rule and has its own anti Rule 40 website, rule40.com. At the Olympic trials, it had a flatbed truck with signs such as “Good luck, you know who you are, on making it you know where,” “Not pictured here: an athlete living below the poverty line to bring glory to their country" and "it 's almost that time to stop talking about a certain international sporting event and certain athletes competing in it."
How Will Non-Official Promotions Help the Companies Who Do It?
How will the non-official promotions by athletes and the companies who have sponsored them help the business or image of those companies. Time may tell. If you would like to learn more about event-based sports marketing, feel free to contact