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BOA set to further relax Rule 40 regulations following athlete legal challenge

(Photo by Tomohiro Ohsumi/Getty Images)

The British Olympic Association looks set to further relax its Rule 40 marketing guidelines after a legal challenge by prominent British athletes.

Team GB's athletes will now be able to thank personal sponsors on up to a maximum of three occasions across the Olympic games, instead of this being allowed just once as was the case under its previous guidelines, according to a report in The Times.

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