Pilot Project Relaxes Olympic Games' Rule For Participating Brands

Rule 40 of the Olympic Charter sets out how athletes (and brands, both official Olympic partners and non-partners) can commercialise their name, image and sporting performance during a "blackout period" before and during the Games. The blackout period before the Paris Games starts tomorrow (18 July).

The rules during this blackout period are very strict, particularly for non-Olympic partners. Brands face restrictions in respect of their use of Olympic Properties in advertising (such as the Olympic symbol, any Games specific logos, mascots, and words such as OLYMPIC and OLYMPIC GAMES, for example) including in respect of congratulatory messages to their sponsored athletes and teams.