Olympic Athletes May Get Chance to Sport Sponsors

In 2013, International Olympic Committee President Thomas Bach began his leadership with reform on his agenda. Bach introduced 40 Olympic reform proposals last fall, which included changes to the host city bidding process and creation of an Olympic digital channel for broader online exposure. In February of this year, the IOC Executive Board suggested additional reforms, this time to the sponsor advertisement rules, specifically Rules 40 and 50 of the Olympic Charter, which prevent athletes from willingly endorsing a brand that is not an official sponsor of the Games .

This article examines these rules and implications of the proposed reforms for competitors, coaches, trainers, officials and fans.