RULE 40 GUIDELINES FOR SPONSORS OF ATHLETES
MAIN POINTS TO CONSIDER
Why is Rule 40 important for Team GB?
Team GB’s participation at Olympic, European and Youth Games is funded entirely by private income. The BOA does not receive any central public funding. Rule 40 helps allow the BOA to generate this necessary income to fund taking all athletes – whether they are funded or unfunded – and support personnel to the Games by protecting the exclusive rights of Olympic commercial partners for a short period during the Games.
MATERIALS
Materials is defined very broadly, and includes all uses of an athlete’s image, name or performance in any type of advertising including print, online and digital (including social media and in mobile apps), broadcast, outdoor, as well as any personal appearances.
How does Team GB use this money?
Funds raised are used for numerous performance-led initiatives and support infrastructure before and during the Olympic Games, all aimed at delivering the optimum environment for every athlete to achieve their best at Games-time.
RULE 40
Rule 40 governs how athletes* can use – and can allow their personal sponsors to use – their name and image during the period of 13 July 2021 – 10 August 2021 (the “Games Period”) in any advertising materials (“Materials”).
USE OF NAME AND LIKENESS OF SPONSORED ATHLETE
RESPONSIBILITY
It is the responsibility of all athletes to comply with Rule 40. However, businesses, agents and NGBs using or approving athlete images in advertising will want to ensure they are not putting an athlete in breach of Rule 40.
CONDITIONS
The advertising is generic and does not contain any references to or intellectual property (e.g. logos, images) of the Games, the Olympic movement or
Team GB (including in re-tweets of official Team GB or Olympic posts which may suggest a commercial association)
Personal (non-Olympic) sponsors
Non-Olympic partners/brands who sponsor an athlete are permitted to use an athlete’s image during the Games, if all of the following conditions are met…
CONDITIONS
The brand / sponsor has notified the British Olympic Association (BOA) – and the advertising has been in-market - by 29 June 2021 (or by 13 July 2021 if the athlete depicted is selected after 29 June), and is run consistently in both nature and frequency during the Games Period.
CONDITIONS
Brands / sponsors have obtained the prior consent of the athlete; permissions will need to be sort from A Newell of Equestrian Management Agency at abby@equestrianma.com for all of our represented athletes attending the Olympic Games.
NOTIFICATIONS
Brands do not need to seek approval of the materials they wish to use – the BOA will be operating a ‘deemed consent’ model. However, the BOA recognise that some brands will wish to ensure that they comply with their guidelines and therefore would encourage brands to get in touch at rule40@teamgb.com with details of their plans.
Following such voluntary submissions, the BOA will be able to advise on and approve such materials.
TIMING
Timing and notification
Brands/personal sponsors which intend to use athletes in their advertising during the Games Period must notify the BOA of any intended marketing materials they wish to publish – and the relevant materials must be in- market – by 29 June 2021*.
Athletes do not need to seek approval of their own plans to thank their sponsors on social media under these guidelines.
*If an athlete is selected after 29 June 2021, this period will be extended until 13 July 2021.
NO ROOM FOR ERROR
It’s important for brands and athletes to be fully aware of the BOA’s Rule 40 guidelines, as non-compliance could damage the BOA’s commercial programme (and therefore its ability to fund all athletes and sports). As a result, the BOA is obliged to take breaches seriously.
If you have any queries regarding Rule 40, please feel free to get in touch at rule40@teamgb.com and we’d be happy to discuss.