The Long Read | How big are the commercial opportunities in athlete biometric data?

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

When I interviewed WPP’s ebullient chief executive Sir Martin Sorrell a couple of years ago, the head of the world’s biggest advertising group was keen to give a positive perspective on the sprawling operation’s relationship with sport.

Adam Nelson looks into Pyeongchang 2018's commercial work, and finds that some of the concerns that dogged the Games late last year are easing.