The Canadian Olympic Committee has "revealed its updated guidelines around Rule 40" for the Tokyo Games, after the IOC in the fall loosened its "iron-fisted rules around sponsorship," according to Donna Spencer of the AP. Rule 40 now reads, "Competitors, team officials and other team personnel who participate in the Olympic Games may allow their person, name, picture or sports performances to be used for advertising purposes during the Olympic Games in accordance with the principles determined by the IOC Executive Board." Manifesto Sport Management President Russell Reimer, who represents several Canadian Olympians, said, "What's happened is Rule 40 has effectively not changed at all. It's the same exact rule that was crafted by the IOC," though he added, "What has changed is country to country, athletes have begun mobilizing to change the interpretation of Rule 40 and how it's ultimately enforced." Spencer noted the COC "must still assure its own sponsors they'll get bang for their marketing buck" during the Games, as restrictions "remain on what athletes can post, say and wear during a 'blackout period'" from July 14-Aug. 11. Wording and images used by athletes and any of their non-Olympic sponsors in advertising and on social media "can't contain any intellectual property deemed Olympic in nature." COC CEO David Shoemaker said, "We feel really good about the balance we've struck here." Spencer noted for most Canadian Olympians, more freedom on social media is "crucial" (AP, 1/7).
