A quick guide to the restrictions on sponsors and athletes at the Winter Olympic Games

Published 16 February 2018 By: Steven Smith

Speedskater with a reflection on ice

From a business and marketing perspective, the Olympics provide a unique and exciting opportunity for both sponsors and athletes. The Olympics and the 5-Rings are among the most recognizable brands in the world. The International Olympic Committee (IOC), and the many National Olympic Committees (NOCs) around the world have worked tirelessly to build, promote and protect their brand.

This means that there are a number of pitfalls for the unwary. Specifically, the Olympic Charter1 of the IOC places significant restrictions on marketing activities around, during and related to the Games. Here are our top 6 things you should know about marketing during the 2018 Winter Games in Pyeongchang


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Steven Smith

Steven Smith

Steven Smith, Managing Partner of the Colorado Springs office, Bryan Cave LLP. Steven’s practice focuses on sports law, including naming rights, sponsorships, licensing agreements, stadium operations, television and media contracts, and representing leagues and National Governing Bodies.

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