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With the Paris 2024 Summer Games approaching, there's a golden opportunity for your brand to shine. At Parity, we've cracked the code to Olympic and Paralympic marketing success - including how to navigate IOC Rule 40. Wondering how your brand can tap into the excitement without breaking the rules?
Rule 40 is the key to playing fair in the marketing arena during the Olympic and Paralympic Games. While it protects official sponsors, it also opens doors for brands like yours to team up with elite women athletes, sharing their inspiring stories without infringing on trademark restrictions.
Non-Olympic/Paralympic Partner brands must abide by the IOC Rule 40 and IPC Athlete Image Policy when including current Olympic/ Paralympic athletes in their advertising campaigns. Advanced permissions are required depending on the type of campaign and if it falls within the Games Enforcement Period.
Brands may run campaigns using athletes within the following guidelines:
Brands may celebrate athlete successes within the following guidelines:
Athletes may recognize non-partner brands and sponsors within the following guidelines:
Non-Games related marketing campaigns must launch at least 90 days prior to the Games Period:
Permission request deadlines:
Games enforcement Period:
