The Pitch: Team Ireland removes strain of ‘Rule’ 40 for Irish Olympians

Enforcement of a controversial rule on commercial sponsors has overshadowed previous Olympics, but the OFI has taken the weight of Irish athletes in Paris.

Tánaiste Micheál Martin visits the Rowing and Canoeing venue with Olympic Federation of Ireland CEO Peter Sherrard. Pic: Morgan Treacy, Inpho

OVER the current Olympic cycle, the IOC will generate more than $7.6bn (€7bn) in income with up to half of that set to come from its 15 headline sponsors, and a suite of 70 commercial and operational partners.

Despite such extraordinary income and growing value through each Games period — this figure is set to rise by $1bn (€920m) come 2028 — the Committee continues to operate an almost pulverising marketing stranglehold over its key assets, the athletes.