Athletes ‘pleased’ after BOA agrees to further Rule 40 relaxation

Adam Gemili, the British sprinter who has led the athletes' legal challenge against the BOA (Photo by Christian Petersen/Getty Images)

The British Olympic Association has announced that it will further relax its Rule 40 marketing guidelines, marking the end of a legal conflict between the BOA and a group of British athletes led by sprinter Adam Gemili.

The new guidelines will allow athletes “multiple opportunities to endorse…their personal sponsors”, as well as a move towards “deemed consent”, which will mean that athletes do not have to formally submit all marketing materials for approval by the BOA.

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