Brands seek Rio gold in new advertising playing field

Still, the change to the IOC's "Rule 40" could have a big impact on the multi-billion-dollar marketing engine that drives the Games, said Frank Ryan, head of intellectual property at DLA Piper, a law firm that has worked on sponsorship deals with the IOC and the USOC.
"If 'Rule 40' isn't policed properly, top sponsors will use it to argue for better pricing for top sponsorship deals," Ryan said.
Athletes had long argued that the old rule deprived them of commercial attention and income during their most marketable moments. Whether on TV, online or on billboards, only ads from official sponsors could feature Olympic athletes during the games. Athletes would face sanctions for any violations.
Under the new rules, the USOC is banning unofficial sponsors from using words such as Olympics, and even "summer", "victory", and "effort" in some contexts. But the average consumer still might not notice much difference between official and unofficial ads, said David Abrutyn, executive vice president at Bruin Sports Capital, an international sports marketing firm.
"When you see Michael Phelps' face in an ad, you automatically think of the Olympics, even if there's no mention of it or any rings," Abrutyn said, referring to the 22-time U.S. Olympic medalist, who has 18 golds.
http://uk.reuters.com/article/uk-olympics-marketing-idUKKCN0WY3L0