![]() Still, they had to submit their idea to the IOC by January and had to launch the campaign in March-–well before people were even thinking about the Olympics. ![]() Under Amour, not an official Games sponsor but still a sponsor for 250 Olympic athletes, released a commercial before March featuring Michael Phelps training for his last official Olympics-without explicitly saying anything about the actual event. The rule might force surf brands to get creative with their marketing campaigns around the Olympics, similar to what some companies did before the 2016 Games. ![]() “There are a million ways people work around it, but you can’t reference it in any way at all.”Īt the 2016 Rio Games, non-official sponsors were banned from using all of the following wording when promoting their Olympic athletes: 2016 Rio, Rio de Janeiro, Gold, Silver, Bronze, Medal, Effort, Performance, Challenge, Summer, Games, Sponsors, Victory, Olympia, Olympic, Olympics, Olympic Games, Olympiad, Olympiads and the Olympic motto “Citius – Altius – Fortius.” According to Sports Illustrated, if an athlete didn’t comply, they ran the risk of getting disqualified or even stripped of a medal. “It’s pretty black and white: as a brand, if you’re not an official sponsor of the Olympics, you can’t say the word Olympics at all in your promotion,” Slater told me over the phone. Director of Brand Communication, has become familiar with Rule 40 since the year Nike acquired Hurley. But if she does, she’ll have to comply with Rule 40. That means no “I’d like to thank my sponsors” speeches on the podium, on social media, or anywhere else.Ĭarissa Moore has a solid chance of making the Olympics. On the flip side, athletes also won’t be able to mention their sponsors if they aren’t official sponsors of the Olympics. ![]() Technically speaking, it’s a by-law in the official Olympic Charter that establishes an advertising “blackout period” (nine days prior until three days after the Games) that forbids all brands that are not official sponsors of the Olympic Games from promoting their athletes on their websites, through advertising, or on social media with associated Olympic references.įor example, if Hurley isn’t an official sponsor of the Olympics or Team USA, and John Florence qualifies to compete in 2020, Hurley (and the rest of John’s sponsors, for that matter) wouldn’t be able to say anything on their websites, in ads, or on Instagram along the lines of “Good luck in the Olympics John!” or “Go for Gold, John” or even “Go Team U.S.A”. In short, it’s a huge pain in the ass for most brands sponsoring Olympic qualifiers. If their athletes qualify to compete in the Games, which reached 3.6 billion viewers in 2016, wouldn’t that be the biggest billboard for surf brands? Apparently, it isn’t that simple if you look at some of the Olympics’ already established rules.Įver heard of Rule 40? Likely not. One sect of surfers that was surely excited by the news of surfing’s inclusion in the Olympics is those in charge of marketing the world’s biggest surf brands. And whether you like it or not, surfing will be a part of it for the first time ever. Less than three years from today, the 2020 Tokyo Olympics will begin.
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