By Gillian West

Coca-Cola, McDonald’s, P&G and more have long benefitted from their official partnership with the Olympic Games, ruling the roost over non-official sponsors who – until now – have been prevented from using athletes in their marketing in the run up to and during the games.

However, thanks to recent changes by the International Olympic Committee (IOC) relaxing Rule 40 brands no longer have to be official sponsors of the games or Olympic teams (e.g. Team GB) to capitalise on the marketing opportunities afforded by the worldwide sporting spectacle.

Though non-official sponsors are still banned from using works such as ‘Olympic’, ‘gold’ and Read full story ›

Source: The Drum