Athletes from around the world are gathering in Paris as the 2024 Summer Olympic Games open this Friday. In addition to possibly winning a medal, the athletes have a chance to score lucrative endorsement deals—while also potentially becoming international superstars.
As previously reported, the competitors will need to make they’re on their best behavior not only when competing, but anytime they’re in public. One wrong misstep could quickly trend on social media, and overshadow a career-best performance.
In addition, athletes also need to be especially mindful of not running afoul of the International Olympic Committee social media guidelines that were updated earlier this year. As a result, don’t expect Sha’Carri Richardson or Noah Lyles to share videos of their races, and Katie Ledecky will likely only be posting clips from her time in the training pool.
We may like to think of the Olympics as being a time when the very best athletes come together in the name of friendly competition, yet, it is very big business—and the IOC has to ensure that “Media Rights-holders” get what they paid for as well. That means athletes can share to the world their moment of glory on their feeds, and any photos posing with medals won’t be from the podiums.
In essence, athletes can share their personal journeys to the game; just don’t expect any competitors to post highlights from their events—even that once-in-a-lifetime performance.
“The new rules allow Olympians to post sport-related content, including the opening and closing ceremonies, the Olympic village, and training venues. This enables athletes to provide more behind-the-scenes insight on what it is like to be an Olympian, increasing the ways in which they can share sport-related content,” said Kim Whitler, Professor of Business Administration at the University of Virginia Darden School of Business and author of Athlete Brands: How to Benefit from Your Name, Image & Likeness.
New Guidelines For Athletes And Accredited Individuals
For 2024, the IOC has actually relaxed its rules considerably, understanding that the competitors are going to post on social media—as will many in attendance. It is a balancing act, given the sums that the MRHs have paid while understanding that almost everyone in attendance is likely to post early and often.
“The IOC faces the increasing challenge of controlling content in the digital age, where social media platforms like TikTok, X—formerly Twitter—Snapchat, and Facebook Live empower individuals to share experiences in real-time. The IOC’s social media guidelines for the Olympics demonstrate their ongoing influence and the complex interplay between organizations, platforms, and users,” explained Professor Justin Miller, associate professor of practice in the School of Cyber Studies at the University of Tulsa.
“The IOC has introduced separate Social Media Guidelines for athletes and other accredited individuals, reflecting a more permissive approach than in previous games,” added Miller. “This change recognizes the growing importance of social media for athlete engagement with fans.”
The IOC’s guidelines have aimed to strike a balance between allowing athletes to share their Olympic journeys and protecting the interests of media rights holders and sponsors. Though the guidelines are more lenient than before, certain restrictions remain—including up to two minutes of non-live videos from the ceremonies, training venues, and Olympic Village.
“Enforcing these restrictions is complex, especially with the rise of live-streaming and short-form video platforms,” admitted Miller. “However, the IOC’s influence and partnerships with social media platforms, combined with the fear of legal repercussions or losing access to a major global event, often ensure a degree of compliance. This selective enforcement highlights the power dynamics between global organizations and tech giants.”
The 2024 guidelines mark a shift towards recognizing the importance of athlete expression on social media.
“However, the IOC’s continued efforts to exert control over specific content underscore the ongoing tension between tradition, engagement, and the realities of the digital landscape,” Miller continued. “The future will likely see further negotiations and adaptations as the IOC navigates the ever-changing social media landscape.”
Overall, the IOC’s ability to fully control content in the digital age is more limited than ever, but it will certainly continue to exert influence through partnerships, agreements, and global standing. Competitors can certainly benefit by following the rules to keep the IOC and potential sponsors happy, while also building their following.
“By focusing on in-sport and sport-related content, it is a win-win,” said Whitler. “The athletes focus on the content that matters to sponsors and fans and it protects them from venturing into the territory that could create more risk.”
