Boa Publishes Rule 40 Guidlines

The BOA has published advice for British Athletes and sponsors as it announced the relaxation of its guidelines around the Olympic Rule 40.

Earlier this year, the IOC lifted some of the restrictions covered by the rule, which placed a blackout on non-Olympic sponsors of individual athletes promoting their sponsorships during the Olympic Games.

Ahead of the Olympic Games Tokyo 2020, brands who sponsor individual athletes, but not the Games itself or Team GB as a whole, will be able to send good luck messages, while athletes will be permitted to thank their sponsors for backing them. 

Some restrictions still apply, however. Athletes won’t be able to reference the Olympic Games in their thank you messages and would be unable to include other Tokyo 2020 IP – such as an image of a medal they might have won – in any social media post.

Brands, meanwhile, will only be permitted to promote their sponsorships outside of the Games window (from 14th July to 11th August 2020) unless it is part of a wider marketing campaign which has been running for at least 90 days before the 14th July.

Ben Hawes, Chair of the BOA’s Athletes’ Commission said: “We have been working with the BOA to ensure that the communication of the organisation’s updated position on Rule 40 is clear for athletes. This comes after a process of working with the BOA to review the organisation’s current position on the commercial rights of athletes around the Games.

“A new, more flexible application of Rule 40 ahead of Tokyo 2020, especially in relation to personal sponsors, giving athletes the opportunity to thank their personal sponsors at Games-time has been agreed. However, we are acutely aware that for all athletes to be able to compete at an Olympic Games there is a need for balance between the allowances for official Olympic sponsors and those sponsors that choose to support individual athletes.

“As ever, we will continue to represent athletes’ views and rights in this ongoing process with the BOA and the International Olympic Committee, whilst supporting the BOA’s ability to raise the funds necessary to support all athletes of all ages, regardless of status, and at all events.”