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New Olympic Marketing Rules Still Too Strict, Small Sponsors Say

  • IOC required ad campaigns to run for six months to get waivers
  • ‘When you’re a young brand, it’s hard to think that far ahead’

When the International Olympic Committee announced changes to its famously draconian rules policing marketing related to the Games, a little women’s sportswear company in Seattle was ready to roll.

The marketing team at nine-year-old Oiselle got to work on a campaign to submit a series of posters that feature Kara Goucher, Kate Grace and Mel Lawrence to the U.S. Olympic Committee for approval. After a lot of back and forth, the USOC signed off.