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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 continued at Milano Cortina 2026 with 26 brands, over 2,000 athletes and 46 countries. It has been extended to cover LA 2028.
Why Join for LA28
- Reach new global & youth audiences – Enhanced engagement with the next
generation of fans and consumers - Use athlete imagery and athlete ambassadors within IOC guidelines –
an opportunity to lead in athlete-first storytelling, an opportunity which previously
never existed - Unprecedented visibility for sponsored athletes during the Olympic window
- Digital and physical channels of activation available
What Your Brand Can Do
- Use both branded and official Olympic (with incidental use of marks)
- Activate campaigns on digital and physical channels, including current and past content.
- Support currently competing athletes and NOC teams at the peak moment of their competitive careers
- Submit campaigns to the IOC for approval and run them during the full Olympic window
- Leverage this opportunity to deepen engagement with fans—especially Gen Z and Gen Alpha
Road to Paris Pilot in Numbers
A Historic Collaboration: WFSGI x IOC
WFSGI is officially recognized by the International Olympic Committee (IOC) as the industry representative within the Olympic Movement.
5 September 1992:
The IOC officially recognised the World Federation of the Sporting Goods Industry (WFGSI) as a non-governmental organisation connected with sport and operating on an international level.
2 December 1997:
The IOC and WFSGI sign a Code of Conduct on 2 December 1997.
2 June 2016:
The IOC and WFSGI signed a Memorandum of Cooperation which set out some guiding principles in relation to the activities of the IOC, WFSGI and its members, including:
- The evolution of advertising and marketing rules of the Olympic Charter (Rules 40 and 50);
- The delivery of the NOC teams;
- The development of cooperation opportunities that contribute to the sustainable development of sport, culture and education in society; and
- The development of initiatives and projects such as hospitality opportunities for industry leadership presence and technical support for athletes at the Olympic Games.
July 2023:
Pilot Project Signed
November 2023:
Pilot Project Launched
2024:
Flame-to-Flame activation and Games-time activation at Paris
March 2025:
Agreement renewed for Milano Cortina & LA28
July 2025:
Launch of Milano Cortina 2026 process
November 2025:
Milano Cortina 2026 Signed with IPC
2026:
Flame-to-Flame activation and Games-time activation at Milano Cortina
Headline Brands Help Olympians Tell Their Own Stories
Mondo Duplantis, Sweden, Athletics:
The Olympic Games is the pinnacle of track & field, and it gives athletes a unique platform to connect with the world.
But we wouldn’t be able to do that as effectively if it wasn’t for PUMA. Their support on my Road to Paris and during the competition enabled me to achieve a historic ninth- world record and share that story with millions of people across the globe.
Tatjana Smith, South Africa, Swimming:
The Rule 40 relaxation was great for us athletes as there is already so much pressure on the performance aspect of Olympics. The reduced expectation of the athletes having to do anything commercially allowed us to focus solely on our performance. Whilst knowing that the brand could still celebrate us and leverage off our exposure.
It was also awesome that my personal exposure could be fully capitalized on by Speedo being allowed to celebrate the win with me through their network – it definitely contributed to an increase in my exposure which opens the door to potential sponsorship opportunities that may not have otherwise been there.
Jade Jones, Great Britain, Taekwondo:
I appreciate the brand’s support in helping me achieve my dreams and allowing me to share my story in such a pivotal moment of my career.
Jakob Ingebrigtsen, Norway, Athletics:
I was thrilled to hear about NIKE’s participation in the Road to Paris 2024 project – particularly because my federation has a different sponsor. Through their marketing efforts, NIKE was able to amplify my voice, connect me with fans around the world, and celebrate the hard work that goes into competing at this level.
I would love to see this program continue and believe there is room for improvement on alignment with the federations ahead of the Games.
Get Involved
Be part of a movement that empowers athletes, inspires youth, and strengthens the link between sport, society, and storytelling.
The next chapter is being written now. Make sure your brand is in it.
Contact WFSGI Head of Athlete Storytelling Ansley O’Neal to learn more about how to join the project.
Email: aoneal@wfsgi.org
XENER & by ATEX is the Made in Italy excellence in the design and production of lithium battery packs, BMS, motor drivers, integrated with IoT technologies, for the e-mobility industry and off-grid devices.
McKinsey & Company is a consulting firm advising on strategic management to corporations, governments, and other organizations. WFSGI partnered with McKinsey & Company to support its members in understanding their business environment and take the right business decisions. Among others, sports brands and retailers have been advised on how to cope with the “new normal” that is shaping as a result of the Covid-19 pandemic.
Gominga provides a software solution that enables tool-based interaction with the customer: review management in one-stop shop and on various eBusiness platforms. WFSGI partnered with Gominga to support its members in managing online product reviews.
