BOA will be 'relaxed' on restrictions on sponsor marketing for Rio Games

The British Olympic Association has said it will again be 'relaxed' over rules that restrict athlete sponsors' marketing campaigns during the Rio Olympics - despite an article in The Times suggesting tighter conditions would be in place.

Restrictions on sponsors come from International Olympic Committee rules, but the BOA said it had previously been the first National Olympic Committee to relax aspects of the rules, and that this will again be the case for Rio 2016.

In order to prevent so-called ambush marketing, the BOA has a process in place whereby third-party sponsors submit their campaigns for approval and those that are consistent with the guidelines will be approved. 

An article in The Times today said that sponsors faced being banned from congratulating their athletes under the rules.

However, a BOA spokesperson told PRWeek: "The guidelines have not changed other than to say we provide more flexibility than ever before. The BOA has already approved many wide-ranging submissions from a number of third party brands to continue with their campaigns that involve athletes.

"The rule is primarily there for the protection of athletes, the Olympic Games and its official partners from ambush marketing activity, while ensuring that the BOA – a privately funded body – is able to fund Team GB’s participation in the Games.

"We always work with sports, individual athletes and third party sponsors to ensure they are able to maximise their commercial interests in line with these rules. We have consulted widely, but if individual sports do have any concerns we would be happy to speak with them and assist where we are able to."

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