HomeNewsSponsorship & Marketing

IOC resists further calls to change Rule 40, tells athletes to begin NOC negotiations

International Olympic Committee (IOC) president Thomas Bach has resisted further calls to change the organisation’s controversial Rule 40 clause and urged athletes to negotiate directly with their National Olympic Committees (NOCs) if they want to earn marketing freedoms during the Olympic Games.

Rule 40, which limits athletes from working with their own sponsors for the duration of the two weeks of the Summer and Winter Games, is designed to protect the exclusivity of IOC’s Top partnership programme. But a ruling by the German Cartel Office in February deemed that its restrictions were ‘too far-reaching’ and lifted the obligation on German athletes to clear their personal marketing activities with the German Olympic Sports Confederation (DOSB) ahead of the Olympics.

You need to have an account to access our content

Find out more about our news, features and services

Already have an account? Sign in here