What Is Rule 40? Olympic Marketing Rules & Key Deadlines for 2026

• What is Rule 40? An Olympic Charter by-law restricting how athletes appear in ads during the Games.

• Who does Rule 40 apply to? Current Olympians, Paralympians, coaches, and officials (alumni are exempt).

• What are the key dates? Campaigns must be live by October 29, 2025. The IOC notification deadline is December 19, 2025. The Games Period blackout runs from January 30 to February 24, 2026.

• The opportunity: With the right partner, brands can activate creatively and compliantly — turning Rule 40 into a springboard for standout campaigns.

The Olympics are one of the most powerful marketing stages in the world. Billions of fans tune in, national pride surges, and athletes reach career-defining moments. But unless you’re an official sponsor, it’s not as simple as splashing Olympic rings into your campaign.

That’s where Rule 40 comes in: the Olympic Charter by-law that protects official partners while still leaving space for non-sponsors to support athletes. For marketers, understanding Rule 40 is critical to staying compliant and creative.

What is Rule 40?

Rule 40 is designed to protect the exclusive rights of official Olympic and Paralympic sponsors. It limits how athletes’ names, images, and performances can be used in advertising during the Games.

• Who it applies to: Current Olympic and Paralympic participants (athletes, coaches, trainers, officials). Alumni are exempt.
• Why it matters: Violations can mean revoked campaigns, financial penalties, or even lost eligibility for future Games.
• The U.S. process: Brands working with American athletes must file a Personal Sponsor Commitment (PSC) with the USOPC before campaigns run during the Rule 40 period.

Done right, Rule 40 doesn’t have to be a restriction. It’s a framework for building smarter, more authentic storytelling.

Key Dates for Milano-Cortina 2026

Miss these deadlines, and you risk sitting out the biggest marketing moment in sports.

September 2025 → Lock in Olympians & Paralympians by September to secure talent before campaign deadlines.
October 29, 2025 → All campaigns featuring athletes must be live in market 90 days before the Games.
December 19, 2025 → Deadline to notify the IOC of any planned multi-territory advertising.
January 30 – February 24, 2026 → Games Period (Rule 40 blackout window). Strict restrictions on how athletes appear in marketing apply during this time.

Rule 40 Do's and Don'ts

Here’s the simple version of what’s allowed and what’s off-limits during the Games.

What You Can Do

• Run generic brand campaigns (no Olympic IP, but athletes can appear).
• Share athlete recognition content that makes balanced, factual references.
• Support athletes through thank-you posts (athletes may share one per partner).

What You Can't Do

• Use Olympic or Paralympic IP (rings, mascots, “Milano Cortina 2026,” medals, uniforms).
• Suggest your product or service enhances athlete performance.
• Run congratulatory ads during the Games (only allowed before or after).
• Share real-time results, highlights, or Games imagery.

Check out examples from Team USA on what's compliant and not. 

Why it Matters for Marketers

Rule 40 is about protecting official sponsorship rights. But it’s also about leveling the playing field. For non-sponsor brands, the opportunity lies in creative compliance: building authentic campaigns that champion athletes while staying within the lines.

The countdown to Milan-Cortina has already begun. If you want your brand to show up around the Games, the key is early planning, athlete partnerships, and a Rule 40 playbook you can trust.

About Parity, a Group 1001 Company
Parity is the leading platform for professional women athlete partnerships. With a mission to close the gender income gap in sports and beyond, Parity connects brands with a diverse network of more than 1,100 women athletes from 85 sports. Through sponsorship activations, content collaborations, and strategic advisory, Parity helps brands authentically engage the most trusted voices in sports today. For more information, visit www.paritynow.co, or follow us on Instagram and LinkedIn.