By Nick White With the Paris 2024 Olympic Games fast approaching, athletes and brands will be refining their marketing and advertising campaigns. To do so they must reacquaint themselves with the specific rules regarding this set by the International Olympic Committee (IOC), particularly Rule 40 of the Olympic Charter. Rule 40 aims to protect the exclusivity of official Olympic partners by restricting the advertising activities of other brands during the Games. While athletes can still earn income from personal sponsorships and participate in advertising during the Games, the use of an athlete…