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Nick White and Sarah Johnson write for City AM on how Rule 40 affects marketing around the 2024 Olympic Games

With the Paris 2024 Olympic Games fast approaching, athletes and brands will be refining their marketing and advertising campaigns. 

In an article for City AM - the first in a series on the 2024 Olympic Games - Nick White, Partner, and Sarah Johnson, Associate, both in our Commercial team, explain that in order to do so athletes and brands must reacquaint themselves with the specific rules regarding this set by the International Olympic Committee (IOC), particularly Rule 40 of the Olympic Charter. 

Rule 40 aims to protect the exclusivity of official Olympic partners by restricting the advertising activities of other brands during the Games. While athletes can still earn income from personal sponsorships and participate in advertising during the Games, the use of an athlete’s image is strictly regulated, covering any reference to their appearance, image, name, or sports performance. 

In the article, Nick and Sarah explain why "navigating the complexities of Rule 40 is crucial for athletes and their sponsors, including Team GB partners, to effectively leverage brand visibility during the Olympics."

Read the full article in City AM here.

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