Athlete Marketing/Rule 40 – Paris 2024

The Canadian Olympic Committee (COC) has released updated Rule 40 guidelines for the Paris 2024 Games. These guidelines outline how the COC will implement Rule 40 in Canada during the Paris 2024 Olympic Games, including how athletes may continue to promote their personal sponsors (i.e. brands and companies who are not Olympic partners), and how these sponsors may continue to feature athletes in advertising during the Paris 2024 Rule 40 period (the “Games Period”).

Who Does it Apply to?

Rule 40 applies to all athletes, coaches, trainers, officials and team members who will participate in the Paris 2024 Olympic Games. It does not apply to Olympians or other participants who have competed in previous Olympic Games but will not be participating in Paris.

When Does it Apply?

The Paris 2024 Games Period runs from July 18 – August 13, 2024.

Key Date: April 18, 2024 – deadline for athletes/athlete sponsors to notify the COC of advertising plans and launch advertising campaigns in market.

Questions?

Please contact the COC at [email protected].

Athlete-Marketing-Rule-40-Guidelines-Paris-2024

Building Your Story: Understanding and navigating social media as a Team Canada athlete

This was built to empower all Team Canada athletes to make the best possible use of social media accounts and tell the story of their sports, their teams, their journeys, and themselves.

Building-Your-Story

Tips on Dealing with the Media

Here you can learn about the positive opportunities involved with telling your story, how to best deal with the media, and how to better avoid distraction that may take away from your sport competition. 

Media-Training-Tips