It’s a win for German athletes

GERMAN athletes and their sponsors scored a major victory over the IOC yesterday, earning more possibilities to advertise during the Tokyo 2020 Olympics following an easing of restrictions.

The German Cartel Office said yesterday the IOC and the German Olympic Sports Confederation (DOSB) were subject to existing competition laws and would need to grant more rights for promotional activities ahead of and during the Games.

Athletes competing at the Olympics have been severely restricted in commercial advertising and promotion activities.

The IOC charter rule 40 states that “except as permitted by the IOC executive board, no competitor, coach, trainer or official who participates in the Olympic Games may allow his person, name, picture or sports performances to be used for advertising purposes during the Olympic Games.”

This was long a major problem for the vast majority of athletes who depend heavily on their visibility during the Olympics every four years to generate sponsorship and advertising revenues.

“We ensure that the advertising opportunities of German athletes and their sponsors during the Olympic Games, which the DOSB and IOC significantly restricted in the past, are extended,” Cartel Office President Andreas Mundt said in a statement following the completion of administrative proceedings that started in 2017.

“While athletes are the key figures of Olympic Games, they cannot benefit directly from the IOC’s high advertising revenue generated with official Olympic sponsors. However, as the games mark the height of their sporting careers, self-marketing during the games plays a very important role.”

Among the changes are that advertising activities planned for during the Olympics no longer need to be cleared by the DOSB beforehand.

They can also include some terms such as “medal, gold, silver, bronze, winter or summer games.”

It is now also permitted to use certain photographs taken during the Games, while athletes are allowed to use social media more freely during the Olympic Games.

While this decision applies only for German athletes it is expected that more athletes from other countries, especially from the European Union, will demand similar changes. |