Tue | Sep 26, 2017

Doors open for athletes to cash-in on endorsements during Olympics

Published:Sunday | August 7, 2016 | 8:49 AM

Jamaican sprint superstar Usain Bolt will be able to cash-in on his commercial endorsements during the Olympic Games now under way in Rio de Janiero, Brazil.

This follows a decision by the International Olympic Committee (IOC) to relax the rule for athletes who have commercial arrangements with firms that are not official sponsors of the Games.

IOC rule 40 bans what it describes as non-official advertisements for the duration of the Olympics. The decision to relax the rule means that for the first time, athletes participating in the Olympics will be allowed to feature in promotions for their brands during the Games.

However, the IOC says certain restrictions will remain in place and some banned phrases will still not be allowed.

The committee says no advertisements by non-sponsors must give any impression of a commercial association with the Olympic Games.