Syracuse

Athletes & social media : what constitutes ambush marketing in the digital age ? the case of rule 40 of the Olympic Charter / de Werra, Jacques

Werra, Jacques de (1970)

Many professional athletes not only excel in their sports disciplines : they also stand out in the promotion and marketing of their activities and achievements which in turn support and increase their fame and their commercial value. They can particularly do so by a strong and intensive activity on social media which can generate important revenues and convert them into true digital champions and leading social media influencers. In view of the importance of social media for professional athletes and of the legal challenges that this raises, the goal of this short article is to discuss certain legal issues arising from social media communications made by professional athletes (and/or their individual sponsors) in the light of the still on-going debate relating to the rules that apply to Olympic Games (the so-called Rule 40) with a focus on ambush marketing.

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