PRESS RELEASE #10 / 2017

How to advertise around the Pyeongchang 2018 Olympic Games  - Free webinar hosted by IOC & WFSGI


The Pyeongchang 2018 Winter Olympic Games staged from February 9-25, 2018 are approaching fast. On this occasion, the World Federation of the Sporting Goods Industry (WFSGI) and the International Olympic Committee (IOC) co-organize a webinar on September 7 regarding the advertising activities during the Period of the Games. The objective is to inform your companies on the conditions processes and submissions for a smooth implementation of Rule 40. The IOC will provide examples to successfully help you plan your marketing campaigns and promote athletes throughout 2018. The webinar is open to any sporting goods brand who plans to conduct advertising activities during the period of the Games.


In brief:

Rule 40 of the Olympic Charter limits athletes and other participants in the Olympic Games from appearing in advertising from February 1 – 28, 2018 (date of the opening of the Olympic Village until the end of the third day after the Closing Ceremony, the so-called “Olympic Period”). By-law to Rule 40 of the Olympic charter reads: 

“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.”
With regard to the application of Rule 40, the IOC allows for Pyeongchang 2018 generic (non-Olympic) advertising during the period of the Games based on certain conditions. What does this mean for your generic advertisement and sponsored athletes including social media? Advertising activities may however continue during the period of the Olympic Games if such activities are generic in nature (non-Olympic related) and meet the requirements as defined by the IOC and/or the NOC as the case may be.



register now



  • Asia/Europe: Thursday, September 7 at 10-11:00 am CEST
  • Europe/Americas: Thursday, September 7 at 16-17:00 pm CEST


  • 30 minutes presentation by the IOC of the conditions, processes and examples
  • 30 minutes Q&A

IOC Rule 40 documents (advertising activities):

Webinar Q&A summary for the Rio 2016 Olympic Games:

IOC Rule 50 document (branding):


If you wish to register or have any questions contact Stefanie Burkert, Vice President External & Strategic Affairs, Communication. Email:, Phone: +41 31 939 6061, Mobile: +41 79 205 2929