Conflict Of Interest Jordan Wears The National Flag, Lining Wins The Edge.

First of all, we need to explain the term 40 which was very unpopular with athletes. According to the latest charter issued by the Sochi Winter Olympic Games in 2014, athletes, coaches and trainers will not be allowed to display their names, pictures or athletic performances during the Olympic Games unless they are permitted by the International Olympic Committee Executive Committee. The time is before the opening of the Olympic Games and after the closing of the Olympic Games.

The reason for the existence of Clause 40 is to protect the official contract with International Olympic Committee.

If the athlete violates this clause, the result will be to cancel the medal or even to qualify for the competition.

In fact, at the beginning of the development of the modern Olympic Games, the professional athletes were excluded from the Olympic Games.

The fight between amateur sports and professional sports lasted for decades, until the mid 70s of last century, International Olympic Committee clearly agreed that professional athletes take part in the Olympic Games.

In other words, the first Olympic Games were to reject the smell of copper. For example, in the 1912 Stockholm Olympic Games, the great American Indian athlete Jim Thorpe won two gold medals of five omnipotence and ten omnipotence, but in 1913, the amateur International Olympic Committee was stripped of the gold medal because it was pointed out that Thorpe played a certain professional baseball team before the Olympic Games and earned some income.

International Olympic Committee never allowed athletes to accept sponsorship to default for enterprise advertising in 1972.

In early 1972, at the Winter Olympics in Sapporo, Japan, the International Olympic Committee was quite inconsistent with the commercial factors in sports. But after six months, the Summer Olympics in Munich suddenly changed dramatically. The American genius swimmer Mark Spitz boarded the top of the glory stage for the 7 time, and wore 7 different sports shoes. Of the third awards, she left the foot on the left and the right foot wore Adidas.

In fact, in the 1972 Olympic Charter, there was a similar provision of "Clause 40". It was absolutely forbidden to advertise by the Olympic Games. Spitz was almost eliminated.

At the end of the 80s, the Olympic movement finally became an activity integrating professionalism and commercialization.

The concept was first proposed by the second generation of Adidas's owner, Hurst darler, to International Olympic Committee in 1983.

He worked with International Olympic Committee's first marketing director, Meckel Penn, to work out the basic framework.

In 1985, International Olympic Committee launched the TOP sponsor program.

TOP sponsors are the world's highest level partners in the International Olympic Committee and enjoy the absolute exclusivity of Olympic logo and publicity worldwide.

This has changed the number of official sponsors in 1976 when the Montreal Olympic Games in Canada reached 628, but many of them failed to get the corresponding return.

Since the Olympic Committee has changed its sponsorship model, the International Olympic Committee, the host country of the Olympic Games and the Olympic Committees of all countries should not cooperate with other enterprises in the same field after the agreement becomes a sponsor of Olympic TOP.

TOP sponsors are the world's highest level partners in the International Olympic Committee and enjoy the absolute exclusivity of Olympic logo and publicity worldwide.

TOP sponsors plan to operate every 4 years.

Each cycle includes one winter Olympic Games and one summer Olympic Games.

Enterprises that have joined the plan will have the right to use Olympic intellectual property rights, marketing and other related rights and interests in the whole world.

Suppressing the marketing space of competitors is the biggest gold content of the TOP sponsorship program.

However, the advantages and disadvantages of this approach are very obvious. Brand consultant Jonathan Gabon criticized: "when people are more concerned about how to display their brands as peacock screens, rather than share the Olympic spirit, this event will become a risk of a farce."

At the same time, with the rapid development of sports commercialization, star athletes are increasingly dissatisfied with Clause 40, because the existence of this rule has a direct impact on their personal financial resources.

The most famous case is that Michael, Jordan, Pippin and Barkley, who signed the contract with Nike in 1992, simply wore the jersey of Reebok, the sponsor of the US national team, but used the American flag to dissolve the dispute of LOGO.

By the 2012 Olympic Games in London, with the rapid development of social media, the contradiction between official sponsors and personal sponsors intensified, including Phelps, Boulter and Richardson Ross, who expressed their respect for the Olympic Games through various means, but demanded the amendment of Clause 40. Among them, the woman 400 meter champion Richardson Ross said: "I need to make money through online business promotion." hurdle player Tang Harper is sticking a paper with "40" on her lips to protest.

In fact, before the International Olympic Committee Executive Board announced the deregulation of Clause 40, there were already many non Olympic sponsors branded by various means to achieve their commercial promotion purpose through the Olympic platform.

In the 2008 Beijing Olympic Games, we lost to the Olympic Games.

The "Lining" made money to do great things.

During the implementation of the Olympic strategy, Lining adopted many "roundabout" tactics, played many tricks of winning the game, did not sponsor the whole event or sports team, but sponsored reporters, presenters or athletes. If he could not become a sponsor of the Olympic Games, he would cooperate with the CCTV Olympic Channel (CCTV5); he could not sponsor the Chinese Olympic team to sponsor the foreign Olympic team.

During the 2012 London Olympics, there were over 1000 people.

In the survey interview, 37% thought Nike was the sponsor of the Olympic Games. In fact, the real official sponsor was Adidas, but only 24% of the respondents knew the truth.

In fact, such cases are numerous.

Ye Maozhong, a famous advertiser, once said, "many consumers do not know who has sponsored the Olympic Games, but just feel who has sponsored the Olympic Games.

For many non Olympic cooperative enterprises, this is the feeling or illusion.

Now, the Olympic Committee's official relaxation policy has reduced the loss of the athletes' interests to the public opinion. It is just how to ensure the interests of TOP sponsors and become a problem. After all, this revenue is the second largest source of income for the Olympic Committee after TV broadcast fees.

Of course, it is different from today's past. We should know that at the time when Samarra was in office, the liquidity of International Olympic Committee was less than 200 thousand US dollars and other assets were only 2 million US dollars. In July 2012 Rogge declared that the reserve fund of the Olympic Committee had exceeded US $558 million.

Rich, can be capricious!