The Olympic Games are a pinnacle of achievement for athletes worldwide, representing years of dedication and hard work. However, in today’s digital age, Olympians are not just competitors; they are also brand ambassadors and social media influencers. This dual role presents unique opportunities for athletes to connect with fans, but it also raises concerns about the integrity of the Games, prompting the International Olympic Committee (IOC) to implement specific guidelines for social media use.
As the 2024 Olympic Games approach in Paris, the IOC has released new guidance for athletes regarding their social media activities. This guidance aims to provide athletes with more freedom to share their experiences while also addressing the need to maintain the integrity of the event. The new rules differentiate between Olympic and Non-Olympic Partners, outlining the restrictions that brands and sponsors must consider when planning marketing campaigns involving Olympians.
Reflecting on the Tokyo 2020 Olympics, athletes were encouraged to share their experiences but faced significant limitations. For instance, they could only post still photos from competition areas and were prohibited from sharing video content from restricted zones to protect broadcasters’ rights. Additionally, all social media posts had to be in a first-person format, resembling a personal diary rather than a media report. Noncompliance with these rules could lead to content removal and potential repercussions from the IOC or national committees.
In contrast, the IOC’s new regulations for the Paris 2024 Olympics offer greater flexibility. Athletes will be allowed to post non-commercial video content up to two minutes long on their social media accounts, provided it is not live or AI-generated. Unlike previous Games, athletes can now share photos and videos from the Opening and Closing Ceremonies, celebrations in the Champions Park, and their experiences in the Olympic Village and training venues.
The new guidelines also specify when athletes can post content. They are permitted to share updates until one hour before their events or after leaving the mixed zone and anti-doping area. Furthermore, athletes must obtain consent from other competitors featured in their posts from the Olympic Village.
The distinction between Olympic and Non-Olympic Partners is crucial in understanding the new rules. Olympic Partners are those with official sponsorship or media rights agreements with the IOC or the Paris 2024 Organizing Committee. In contrast, Non-Olympic Partners, which include most brands, must adhere to the restrictions outlined in Rule 40 of the Olympic Charter. Despite these limitations, Non-Olympic Partners can still engage in “Generic Advertising” during the Games, provided they meet specific criteria.
Generic Advertising is defined by the IOC as advertising that connects to the Olympics solely through the athlete’s image, has been in the market for at least 90 days before the Games, and runs consistently without significant escalation during the event. Companies must submit their proposed Generic Advertising campaigns for IOC review before the Games.
As the 2024 Olympics draw near, brands are eager to capitalize on the excitement surrounding the event. Social media has become a powerful tool for engaging audiences, and the official Olympic Games’ social media accounts generated billions of interactions during the Tokyo Games. With even more attention expected in 2024, brands must stay informed about the latest rules and regulations regarding Olympic content. Noncompliance can lead to content removal and further actions from the IOC.
TikTok has also recognized the potential for brands to engage with audiences during the Olympics. The platform’s ads team has shared insights on how marketers can align their messaging with the event while adhering to IOC guidelines. TikTok emphasizes the importance of understanding the restrictions on using Olympic-related terms and phrases, as brands that are not official sponsors cannot mention words like “Olympian,” “medals,” or “Games.”
Despite these challenges, TikTok encourages brands to participate in the Olympic conversation through various in-app communities. By tapping into the excitement of the Games without directly mentioning them, brands can explore creative marketing opportunities. TikTok’s insights suggest that national pride, fan engagement, and humor can be effective angles for brands to connect with audiences during this time.
As the 2024 Olympic Games approach, athletes and brands alike must navigate the complex landscape of social media regulations. The IOC’s new guidelines provide a framework for athletes to share their experiences while maintaining the integrity of the event. For brands, understanding the restrictions and finding innovative ways to engage with audiences will be key to maximizing their presence during this global celebration of sport.
Source: Various sources
