These are the first Olympic's that athletes are allowed to profit from sponsored social media posts. Until 2019 Olympic athletes were banned from profiting from personal sponsor promotion throughout the games, as the IOC wanted to keep sponsors without official ties to the Olympics at a distance.
Even though the IOC doesn’t pay the athletes, even if they win, despite the IOC bringing in billions of dollars from the athletes performance, even whilst host cities get stuck with billions of dollars of losses, which this time have been made significantly worse due to no spectators being able to attend.
This time they changed the sponsorship guidelines to allow athletes the opportunity to profit from sponsored social media posts.
However even with the change, there are strict rules that remain in place preventing athletes to maximise their full earning potential from sponsored posts.
For example during the games, athletes cannot mention the Olympics, their national teams or feature the logo in a sponsored post unless the brand is an official partner of the Olympics of their national team.
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