June 13, 2024

International Olympic Committee Relations

Road to the Games – Athlete Storytelling

Road to the Games is a formal relaxation of the IOC’s Rule 40 marketing guidelines, established to allow eligible sporting goods brands to tell the stories of their sponsored Olympic athletes and NOC teams—before, during, and after the Games. Road to the Games campaigns focus on athletes, not products, and are designed to drive engagement with Olympic content while protecting the integrity of the Games.

This project was successfully piloted at Paris 2024 with 17 global brands, reaching over 4,000 athletes from 125 countries. The program has now been extended to cover Milano Cortina 2026 and LA 2028.

Click here to for more information and to understand how WFSGI members can get involved. Download the WFSGI Road to Paris 2024 Impact Report here.

Rule 50

International Sports at the WFSGI provides industry input to the IOC in relation to the evolution of the General and Sport Specific Rule 50 Guidelines which regulate the size, location and frequency of brand logos/identifications on athlete uniforms during the Olympic Games.

Click here to find the latest Rule 50 Guidelines incuding authorized logo usage, practical guidelines and sport specific information.

Rule 40

International Sports works constructively with the IOC to provide industry feedback on the evolution and implementation of Rule 40. The latest Rule 40 Guidelines concerning marketing and advertising at the Olympic Games are available here.

WFSGI Contact:

Ansley O’Neal
WFSGI Head of Athlete Storytelling
aoneal@wfsgi.org

International Olympic Committee Relations

International Olympic Committee Relations

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If you want to have more information please contact Emma Zwiebler at emason@wfsgi.org.

GET CONNECT TO AN UNRIVALLED PROFESSIONAL NETWORK

The WFSGI provides THE unique platform for members to exchange easily and openly on non-competitive issues, to develop common solutions, and to benefit from significant economies of scale (i.e. time and money savings)

The WFSGI offers an unrivalled network, facilitating the development of synergies among its members including industry leaders, decision makers and experts covering the whole supply chain (manufacturers, brands, retailers) and beyond (international federations)

GET IN TOUCH WITH THE INFORMATION THAT MATTERS

The WFSGI is in liaison with several Committees of CEN and ISO and does also report back to its members in case of important updates in the international standards and regulations.

The WFSGI offers free webinars with experts and industry leaders on specific topics that are of interest for the industry (and on demand).

DEFENDING THE INDUSTRY ON THE FRONT LINE

The WFSGI is the exclusive legitimate entity to represent the industry’s interests across the globe before:

· Governments
· International organizations (ILO, WTO, UN, etc.)
· International sport organizations (IOC, IFs etc.)

Whether for promoting sports participation and well-being, pushing for fair trade, or lobbying for more favorable regulations, the WFSGI is at the constant service of its members, to defend the industry on the front line.

EVENTS THAT DRIVE THE INDUSTRY FORWARD

The WFSGI is regularly invited to speak at trade shows and events, including the World Economic Forum in Davos, Switzerland, the Conference of Parties, the World Health Assembly and the Business at OECD Health Committee meetings.