Sponsors face being banned from congratulating British athletes on winning Gold Medals or even wishing them "good luck" at the Olympic Games in Rio de Janeiro this summer under new rules, according to Martyn Ziegler of the LONDON TIMES. The rules, drawn up by the British Olympic Association, "will affect all companies that are not Olympic or Team GB sponsors and also prohibit them from retweeting any messages from their athletes, or posts from Team GB, during the Olympics in Brazil."
Great Britain athletes "will have to sign an agreement that states they could face action if they cover the adidas logo on their Team GB kit."
British Olympic leaders said that "the rules will prevent ambush marketing by non-Olympic sponsors that could jeopardise future funding for Team GB." Non-Olympic partners that have longstanding advertising campaigns with athletes can continue to use them, but must obtain consent and "must not create an association with Team GB or the Olympic Games."
The rules issued to athletes by the British Olympic body state, "Your personal sponsors -- or any other commercial organisations -- are not allowed to use your image in advertising, or any promotion on social media, during the Games period unless this has been agreed with the BOA." Britain’s Olympic leaders said that they took the lead in relaxing restrictions, which are consistent with the U.S. and Canada "and less draconian than others, but the strict rules raised eyebrows among some sports’ governing bodies, who feel the BOA is being overprotective of its financial interests" (LONDON TIMES, 2/22).
NO CHANGES: The PA reported the BOA "denied the imposition of new rules." However, the BOA insisted that "the rule remains unchanged from previous Games, and that a number of relaxations they applied to the rule in 2012 in light of the unique circumstances around a host Olympics still apply." A BOA spokesperson said, "The guidelines have not changed other than to say we provide more flexibility than ever before. The BOA has already approved many wide-ranging submissions from a number of third-party brands to continue with their campaigns which involve athletes" (PA, 2/22).
