The IOC and the German Olympic Sports Confederation have been forced to relax the implementation of Rule 40 governing athlete endorsements in Germany after the country’s federal cartel office took action against them. Ben Cronin looks at the gradual erosion of the rule and the implications for the IOC’s TOP sponsorship programme
You need a Premium subscription to access this content
Upgrade now to enjoy unlimited access to all our articles, insights, features and more
Already a subscriber? Sign in here