Earlier this year, the IOC published its updated Rule 40.3 guidance for the 2016 Rio Olympic and Paralympic Games regarding participant advertising. All potential Rio Games participants may continue in-market generic advertising during the Games period, but must process all requests from sponsors through the USOC dashboard; they will not be processed through the USEF. Athletes are expected to follow the guidelines set but the IOC listed below.

To qualify as "generic advertising" non-Olympic/Paralympic partners must comply with the following rules:
• No direct or indirect association with Rio Games, Olympic/Paralympic IP or terms generally associated with the Olympic/Paralympic Games.
• Initial campaign submissions (which may be in conceptual form) must be submitted to the USOC website by six months in advance of the applicable period (January 27, 2016 with respect to the Olympic Games, and March 1, 2016 with respect to the Paralympic Games), to ensure the USOC has time to review and respond, manage resubmissions and allow for advertiser production schedules.
• Initial submissions need not include all proposed tactics; however, each and every final tactic will require a waiver.
• Submissions must include a media schedule demonstrating that the campaign will be in market and run continuously starting no later than four months in advance of the applicable period (March 27, 2016 with respect to the Olympic Games, and May 1, 2016 with respect to the Paralympic Games).
• Should a U.S. participant wish to appear in any advertising outside of the U.S., the USOC will provide a letter of approval to the relevant NOC(s)/NPC(s).
All potential Rio Games participants are encouraged to review the guidelines and directions on submitting requests: USOC Athlete Advertising Waiver System How to Manual.

It is the athlete's responsibility to inform his/her sponsors of this rule, as the USEF does not hold a list of athletes' personal sponsors.