Athlete’s Marketing Rights: Part 1 - The Amendment of Rule 40 of the Olympic Charter
Athletes have value. They are obviously hard-working, determined and incredibly talented individuals, but that’s not what I’m referring to here. Many Canadian National Athletes also possess immense value in marketing themselves. It is no secret that Athletes, even those fortunate enough to be carded, rely on sponsorship and advertising agreements to pay the bills. For our top-level Athletes, their value in leveraging these agreements is at its peak during the Olympic Games. However, there has historically been what is referred to as a “blackout period” of approximately five weeks where the Athletes were not allowed to take advantage of the spotlight they earned by way of promoting personal sponsors. [1] The home of the rules surrounding Athlete’s marketing rights is the Olympic Charter . [2] Bye-law 3 to Rule 40 (the Rule that prohibited personal advertising during the blackout period) was amended in June of 2019. Olympic Athletes may now m...