Olympians Take Sponsorship Protest Social to Demand Change

Last year I praised the International Olympic Committee for their forward thinking policy around social media at this year’s London games. The straightforward policy sets out rules that I think are fair while still being restrictive enough to give the IOC control over the brand everyone in the world talks about for a few weeks every four years. And considering how tightly they control the image in other settings, the policy becomes even more understandable.

But there is another rule Olympic athletes must adhere to, Rule 40, that’s become a hot topic in the Olympic conversation on and offline. Simply put, Rule 40 limits Olympic athletes from mentioning their sponsors unless they are Top IOC partners (aka advertisers).

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