The International Olympic Committee’s Rule 40, limits athletes from working with their own sponsors during the Olympic Games to ensure exclusivity for the Olympic sponsors. This year it was amended to allow competitors to allow their ‘person, name, picture or sports performances be used for advertising purposes during the Olympic Games’.
Individual national Olympic committees have further relaxed the restrictions so that their athletes can have marketing freedom during the Games and athletes can negotiate with them directly for concessions.
A form of marketing used by brands to take advantage of a major events, usually sports, without them being an official partner or sponsor. Two types: