How the Olympics' New Advertising Rules Will Impact Athletes and Brands in Rio

Non-official sponsors can still be a part of the games

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

The International Olympic Committee (IOC) shook up the rules for advertising for Rio 2016 when it announced changes that opened the door for more brands to benefit from their ties to the games, even if they aren't official Olympic sponsors. While the new rules come with restrictions, they've helped non-official sponsors get a sliver of the marketing pie and changed the sponsorship landscape for the games overall.

In past Olympics, under the IOC's Rule 40, official sponsors like McDonald's, Procter & Gamble and Visa had a lock on advertising during the games.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in