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  • EU May Follow German Rule 40 Decision -- Sponsor Spotlight


    (ATR) The relaxation of Rule 40 of the IOC Olympic Charter granted to German athletes could be spreading across the European Union.

    Germany team at opening ceremony in Pyeongchang (Getty Images)
    Newspaper Frankfurter Allgemeine Zeitung is reporting that the EU is in touch with the IOC about the application of the rule which governs the commercial exploitation of athletes at the Olympic Games.

    Earlier this year German athletes won the first-ever variance from the rule that prohibited them from appearing in advertising on behalf of their personal sponsors around the time of the Games. Since then other countries, such as the U.S. and Great Britain have also adopted a relaxation of the rule, with IOC approval.

    FAZ reports that the IOC may not back a blanket exemption for the 28 EU nations. The paper quotes a lawyer for the IOC who says there is no need to extend the change across the trading bloc. The IOC maintains that Rule 40 also protects the marketing rights for worldwide Olympic sponsors that provide revenue to the IOC that is passed along to National Olympic Committees.

    The Return of Coca-Cola's Chief Marketing Officer

    Coca-Cola is bringing back the global chief marketing officer position that was eliminated in 2017.

    The change in structure, announced by the company on Monday, follows the retirement of Francisco Crespo as chief growth officer. The position, which was created in May 2017, put Crespo in charge of not only marketing but also corporate strategy and customer and commercial operations.

    Now those duties will be shared by three executives.

    Manolo Arroyo will be adding the global chief marketing officer role to his current job as president of Coke’s Asia Pacific Group.

    Corporate strategy will report to Chief Financial Officer John Murphy while customer and commercial operations will be an additional duty for President and Chief Operating Officer Brian Smith.

    The changes take effect on January 1, 2020.

    Coca-Cola has been an Olympic sponsor since the 1928 Games in Amsterdam. Earlier this year, the company extended its membership in the IOC's TOP program to 2032.

    Eurosport, Bridgestone Team Up for Tokyo 2020

    Olympic TOP sponsor Bridgestone becomes the first Presenting Partner for Eurosport’s coverage of Tokyo 2020.

    Bridgestone and Eurosport team up for Tokyo 2020. (Eurosport)
    Eurosport, the home of the Olympics for 50 countries and territories across Europe through Paris 2024, is building up for its first summer edition. The long-term deal between the IOC and Eurosport’s parent Discovery began with PyeongChang 2018. Bridgestone was a partner in the coverage in South Korea.

    As Tokyo 2020 approaches, the two companies will collaborate on an extensive range of programming and content association, supporting the ‘Chase Your Dream, No Matter What’ message of celebrating those who let nothing get in the way of their dreams.

    The campaign will build to associate Bridgestone with Eurosport’s live and on-demand coverage of the Olympic Games starting in July 2020.

    Bridgestone will also feature prominently across Eurosport’s digital platforms.

    “As a proud Worldwide Olympic and Paralympic Partner, we’re delighted to work with Eurosport for Tokyo 2020 Olympic Games, which take place in our hometown,” said Thierry Jupsin, Brands Marketing Director at Bridgestone EMEA.

    “This partnership is a unique opportunity to celebrate the upcoming Games, our shared values and inspire people of all ages and abilities to chase their dream and overcome any obstacles they face during life’s unpredictable journey.”

    Written by Ed Hula and Gerard Farek

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