What is Rule 40?
Navigating Rule 40 is essential for every brand. For Milano Cortina, new guidance allows more flexibility. US-only campaigns no longer need to be live 90 days before the Games, but they must launch early, demonstrate continuity, and be approved by the USOPC.
Rule 40 is an Olympic Charter bylaw designed to protect official sponsorship rights by limiting the use of Olympic and Paralympic athletes' names, images, and performances for advertising during the Games. It applies to current Games participants (athletes, coaches, trainers, and officials). Alumni are exempt.
Rule 40 Dos
Continue USOPC-approved athlete campaigns during the blackout, as long as they are part of a continuous activation and don’t contain Olympic or Paralympic IP.
Acknowledge an athlete’s participation with your brand and showcase their journey.
Post one message congratulating or recognizing sponsored athletes on their performance, or providing other well-wishes.
Rule 40 Don'ts
Use Olympic/Paralympic IP (Rings, Agitos, mascots, medals, uniforms).
Suggest your product enhances athlete performance.
Post congratulatory ads during the Winter Games.
Share real-time results, highlights, or Winter Games imagery.
From Idea to Impact: Parity’s Rule 40 Game Plan
Set Your Goals
- We start by clarifying what you want to achieve for Q1 ’26 and beyond—whether that’s brand awareness, fan engagement, or measurable ROI.
Design the Strategy
- With your objectives locked, Parity crafts a Milan-ready campaign plan built to stand out and stay fully Rule 40-compliant.
Secure the Talent
- Lock in athletes early and file for USOPC approval. Even during the blackout, compliant campaigns can continue with the right permissions.
Activate With Confidence
- From live experiences to social storytelling, Parity manages every detail so your launch is seamless and stress-free.
Keep the Momentum Going
- After the Winter Games, we’ll help you build on the buzz and plan your next big win.
Please note: the International Paralympic Committee (IPC) has not yet published its equivalent advertising rules for the Milano Cortina 2026 Paralympic Winter Games.