British Olympic Association Amends IOC's Rule 40
March 16, 2020—
The British Olympic Association (BOA) is relaxing even more marketing guidelines set around the International Olympic Committee’s (IOC) Rule 40 . This rule determines how Olympic athletes and their sponsors can participate in advertising around the time leading up to the Olympic games. The BOA originally was allowing athletes one message of thanks to its sponsors during the Games and forced them to submit these marketing deals before team qualification began. British track athletes such as Adam Gemili and Mo Farah, were at the forefront of leading the call for changes. They claimed m ...