The IOC Wants Snowboarding Dollars, but Not Snowboarding Companies
We’re pretty bummed that the IOC has a “help us, but we won’t help you” stance towards those brands that help snowboarders become who they are.
According to the International Olympic Committee’s rule 41, competitors who participate in the Olympics can’t have their person/likeness be used for advertising purposes during the Olympics. So if you’re a brand that has sponsored an Olympic athlete since they were 11 and now that athlete is going for a second consecutive gold medal, you can’t make a note of that during the Olympic Games?
True, snowboarding in the Olympics gives it a presences on television that no other event does. But without their sponsors, ranging from energy drink brands to actual snowboard companies, these guys wouldn’t be where they are today.
That private half-pipe built for gold medalist Shaun White, paid for by Red Bull, helped Shaun train and compete at the level he did at the games. Other brands’ support of their team riders is equally important, not only to the riders success, but the activity of snowboarding itself. These brands support the media that support snowboarding and with that, the culture. Heck, those brands that support snowboarding or otheraction sports support BBPR, and we’re incredibly thankful for that.
While I’m not personally entrenched or knowledgeable in activities such as bobsledding or skiing aerials, I’d argue that there’s less of a global community and media presence surrounding those two sports… at least here in the US. Is that because the activities are harder to become a part of? Possibly… there aren’t very many bobsled tracks compared to ski resorts.
So what’s your take? Should the IOC let the brands that have helped snowboarding promote their efforts during the Olympics? Maybe the IOC should start paying royalties to the athletes, then we could eliminate the sponsors altogether?