Chapter 02
The Sponsorship Line: What Non-Sponsors Need to Know
Navigating Rule 40 is essential for brands planning to work with LA28 athletes.
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 Summer Games.
- Share real-time results, highlights, or Summer 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 Q2 and Q3 ’28 and beyond—whether that’s brand awareness, fan engagement, or measurable ROI.
Design the Strategy
- With your objectives locked, Parity crafts an L.A.-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 Summer Games, we’ll help you build on the buzz and plan your next big win.
Please note: the International Olympic Committee (IOC) and the International Paralympic Committee (IPC) has not yet published its official advertising rules for the Los Angeles 2028 Summer Games.
Grab the checklist
Next section
Key Dates & Deadlines
Important marketing dates and deadlines to know when building your L.A. 2028 Summer Games campaign.