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Olympic marketing: advertising, sponsoring and the IOC rules

February 13, 2018 / ispo

The International Olympic Committee (IOC) earns billions from the Olympic Games, but the athletes have to date come away empty-handed. A currently running process in antitrust law could bring some improvements. Eric Frenzel, the German Olympic flag carrier, is pulling a really smart trick. He is having his column on various channels written by his wife, Laura, during the time of the Olympic Games in Pyeongchang. That way the Frenzel family earns a little extra money and, at the same time, does not breach the rigid marketing regulations of the International Olympic Committee (IOC). They are part of the Olympic Charter and each athlete has to accept them if they want to take part in the Games. Exclusion from the Olympic Games threatens if they are breached. t is written word for word in Section 40.3 that “no competitor, team official or other team personnel who participates in the Olympic Games may allow his person, name, picture or sports performances to be used for advertising pu...