The Rio 2016 Olympics: Analyzing Rule 40's Moment to Shine.

• Autores: John Grady
• Localización: Sport Marketing Quarterly, ISSN-e 1061-6934, Vol. 25, Nº. 3, 2016, págs. 182-184
• Idioma: inglés
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• Resumen

  • The article reports on the announcement of the International Olympic Committee (IOC) that it was relaxing Rule 40 of the Olympic Charter to permit generic advertising featuring athletes of the Rio 2016 Olympic Games in February 2015. The IOC mentions that the Rule aims to preserve the unique nature of the Games through prevention of over- commercialization and keep the focus on the performance of the athletes.