Olympic Athletes Want Visibility
Many athletes used Twitter to publicize their protest against an International Olympic Committee mandate known as rule 40. The rule says athletes can't advertise for their sponsors during the two weeks in London, unless the company is an official sponsor of the Olympics. Protesting athletes, who are not among the lucky few who score big sponsorship deals, said they would be valued more highly by corporations if their marketing visibility could extend to the Olympic Games themselves. That, in turn, might give more athletes the means to train and compete in their sports.