Following similar action in Germany, the U.S. Olympic Committee has relaxed sponsorship rules for Team USA athletes competing in the Olympic and Paralympic Games. They will be able to publicly thank their sponsors during next year's Games in Tokyo and appear in their advertisements. They will also be able to receive congratulatory messages from personal sponsors during the Games, and the sponsors will be permitted to engage in generic advertising during the event. The new guidelines represent an update of the so-called Rule 40 decreed by the International Olympic Committee, and there are now indications that similar changes will be implemented by the national Olympic committees in other countries.

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