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Canadian Olympic Committee to relax Rule 40 guidelines ahead of Tokyo 2020

Gold medalist Erica Elizabeth Wiebe of Canada has praised the COC's decision to relax its restrictions around Rule 40 (Photo by Julian Finney/Getty Images)

The Canadian Olympic Committee has become the latest to offer its athletes “increased opportunity” to market their commercial sponsors at this summer’s Olympic Games, announcing that it will ease the restrictions set by the International Olympic Committee’s Rule 40.

The controversial rule was intended to protect the investments of sponsors on the IOC’s The Olympic Partner scheme by preventing the Games being flooded with brands paying significantly less to work with individual athletes rather than the IOC as a whole.

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