Rule 40 Guessing Game For Brazil’s Rio 2016 Athletes

Here in Brazil, as we reach 100 Days To Go to Rio 2016, the Games buzz is growing, albeit overshadowed by the ongoing political and economic crisis and the latest and most Games-related tragedy in Rio.

Giovane Gavio, two-time Olympic champion and first Brazilian to carry the Rio 2016 torch (Embed from Getty Images)

But day in and day out, Brazilian TV channels are broadcasting test events, qualification events and press conferences. The Olympic Torch Relay starts next week. And of course, Brazilian athletes all over the country are getting ready for the Games.

But on one important front, our athletes face massive uncertainty. While the USOC and their counterparts around the world have released their new Rule 40 positioning, the Brazilian Olympic Committee has yet to confirm its policy. Even by Brazilian standards, this is very late.

With the Games being staged in their home country, many of our athletes have been able to land lucrative personal sponsorships, with some having signed ten or more brands as partners. However, right now, the athletes and their brand partners don’t know what they will be able to do – or not do – to activate their sponsorships before and during the Games.

So with 100 days to go to Rio 2016 and counting, you can add to all the uncertainties about the Games those of the Brazilian athletes, their agents, and sponsors about Rule 40. Watch this space.


Guilherme is the founder of Ativa Esporte, the Brazilian sports marketing consultancy, which is Synergy’s partner in Brazil.