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

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

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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.



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