Matt Van Hoven of Agency Spy reports today that the first rule for brands-not-sponsoring-the-Olympics is you cannot talk about the Olympics. No, really. Though it isn’t the first rule, there is an archaic regulation for brands, which comes from the Olympics rulebook, stating “advertisers that don’t pay the tens of millions of dollars an official sponsorship costs may not associate themselves with the Games or the athletes during the events or the weeks surrounding them,” reports the Wall Street Journal.
Huh? Yes, this is confusing. Go read the Journal report for more. But basically, if you’re a brand and you’re not a sponsor, keep quiet regarding the games. Or the Olympics will get you.