Canada’s Olympians gain more marketing freedom for Tokyo 2020 Globe_Sports
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Wiebe, from Stittsville, Ont., will be able to interact with personal sponsors on social media more than she could when she won gold in 2016, and appear in advertisements under certain conditions. Rule 40’s wording is now “competitors, team officials and other team personnel who participate in the Olympic Games may allow their person, name, picture or sports performances to be used for advertising purposes during the Olympic Games in accordance with the principles determined by the IOC Executive Board.”
David Shoemaker, chief executive officer of the Canadian Olympic Committee, speaks during an event in Mississauga, Ont. on Oct. 7, 2019.The COC must still assure its own sponsors they’ll get bang for their marketing buck during the Tokyo Games that open July 24 and close Aug. 9. For most of the Canadian athletes bound for Tokyo, more freedom on social media is crucial. Twitter, Facebook and Instagram are their primary means of marketing themselves.
A Tim Hortons spot featuring Crosby that ran before and during the 2010 Winter Games in Vancouver was the Canadian test case for a non-Olympic sponsor continuing its association with an Olympian during the Games.American swimmer Michael Phelps did the same with an Under Armour campaign during the Rio Olympics.
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