What is Rule 40?
Rule 40 is the section of the International Olympic Committee’s Olympic Charter which sets out how participants, including athletes participating in the Olympic Games can engage in, and benefit from, commercial activities around the Games.
What Does Rule 40 mean for the Athlete
Put simply, Rule 40 for the athlete is a process whereby an athlete’s personal sponsor(s) can obtain permission to continue to promote their brand or product during the Games period of the Milano-Cortina Olympic Games. It also enables the athlete to post a thank-you message to social media during the Games which their sponsors can re-post.
When Does Rule 40 Apply?
During the Games period, which for Milano Cortina 2026 is 30/01 to 24/02 2026 inclusive.
Where Does the OFI Come in to Rule 40?
The OFI is a National Olympic Committee or NOC and under the Olympic Charter, each country’s NOC is responsible for the implementation of Rule 40 within its national territory.
How Does Rule 40 Affect the Athlete?
At the OFI, we want the athlete to focus on performance. So instead of dealing with Rule 40, the athlete’s personal sponsor is responsible for engaging in the process and completing the necessary steps to obtain marketing permissions.
What Does the Athlete Need to Do?
Simply email kevin@olympicsport.ie and cc your personal sponsor(s) on the email. This allows the sponsor to be connected directly with the OFI. We then guide the sponsor through the process so that they can successfully get Rule 40 marketing permissions and avoid any breaches.
What Does the Personal Sponsor Need to Do?
1. Be acquainted with the Rule 40 Guidelines and how they apply in Ireland. These are contained in two documents.
TEAM IRELAND MiCo26 RULE 40 GUIDELINES AND ADVERTISING AND MEDIA CONDITIONS
and
ILLUSTRATIVE GUIDANCE FOR NON-OLYMPIC PARTNERs COMMERCIAL OPPORTUNITIES FOR PARTICIPANTS
There is also a useful FAQ document on Rule 40.
2. Sign the Personal Sponsor Commitment (a copy will be sent for e-signature)
3. Submit their Generic Marketing Plans
Once these steps have been completed satisfactorily, the personal sponsors marketing plans will be signed off by the OFI and Rule 40 permissions will be applied.
I still have questions
That’s ok – just drop an email to kevin@olympicsport.ie