except as permitted by the ioc executive board, no competitor, coach, trainer or official who participates in the olympic games may allow his person, name, picture or sports performances to be used for advertising purposes during the olympic games. full rule40 restrictions
participants must appear dressed (i) in their national olympic team uniform or clothing (as defined by their noc) (ii) in generic, unbranded clothing, or (iii) with the express approval of their noc, in other clothing branded in accordance with rule 50 of the olympic charter and the corresponding ioc guidelines (“other clothing”). full rule40 restrictions

rule40 prohibits athletes from marketing themselves during the most high-profile two weeks of their career - the olympics. meanwhile official sponsors and the ioc profit.join us to help end rule40.

except as permitted by the ioc executive board, no competitor, coach, trainer or official who participates in the olympic games may allow his person, name, picture or sports performancesto be used for advertising purposes during the olympic games.

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follow us on instagram and twitter to share the latest rule40 news, reactions and debate without running afoul of it.

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download and post generic rule40-safe content to support olympic athletes during the blackout.

rule40 sportswear

show your support for athletes’ rights with generic sportswear. created to highlight the restrictions placed on athletes who, under rule40, are forbidden to display any “unofficial” sponsors’ logos during the games. it’s perfectly legal under rule40. and the perfect statement against it.

facts (reasons to join the fight)

answers

what does rule40 mean for athletes?

rule40 affects the athletes in every way – it affects their chances of winning a medal, their financial well being and even their psychological well being. for instance, an online posting by an athlete holding their shoe or apparel sponsor during the event could put them at risk of being stripped of their medals. then there’s the distraction factor: it’s harder to focus all your attention on your semi-final heat when you’re worried that one of your tweets (or even a tweet from your sponsor) might get you disqualified.

what will this effort hopefully achieve?

raising the rule40 issue can result in severe consequences for athletes. generic sportswear provides them and their supporters with a means to bring attention to the issue without running afoul of any of the rule’s restrictions and jeopardizing their olympic bid.

With enough athlete participation and your support, together we hope to force the IOC to reexamine rule40 and give athletes the opportunity to be rewarded both financially as well as on the podium for their efforts.

what’s an athlete’s average salary?

unlike athletes in other countries, american olympians receive zero direct government funding. and aside from a “medal bonus” for those who reach the podium, most don’t earn a dime for competing. therefore, olympians’ salaries are almost entirely comprised of sponsorships, stipends, prize money, and earnings from part-time work.

for every household-name olympian with a multimillion dollar endorsement deal, there are 50 more struggling to make ends meet. in fact, 50% of track & field athletes who rank in the top 10 earn less than $15,000 annually. a handful of top triathletes can earn six figures, but most top out at $20,000. more info

where can i find the rule 40 regulations in their entirety?

click here

why can’t athletes just wait until after the olympics to talk about their sponsors?

the olympic blackout period (leading up to and during the games) is the precise time that an olympian is most marketable. it’s their time in the spotlight, when they should be able to thank sponsors who’ve supported them and secure new ones. remember: competing in the olympics is essentially their life’s work, and yet they’re prevented from earning fair compensation for it by rule 40’s restrictions.

where do proceeds for the generic sportswear go?

all rule40 generic sportswear is sold at cost and not for profit at rule40.com