Olympic marketing – an update
Back in April we published a piece on the dos and don’ts of Olympic marketing.
If you’re interested in reading further, Yuyu Chen at Digiday has written a comprehensive breakdown of an amendment made in February 2015 by the International Olympic Committee to ‘Rule 40′, which governs the commercial use of the names and images of Olympic participants (athletes, coaches, etc.) before, during and after the Games. It’s good news, basically – the blackout on such usage is not as strict as it once was. Nevertheless, our advice from April still stands: tread very carefully! You don’t want all your wonderful marketing creative to go to waste.