Athlete Benefits
Rule 40
The Canadian Olympic Committee (COC) has Rule 40 guidelines for the Summer and Winter Games. These guidelines outline how the COC will implement Rule 40 in Canada during Olympic Games, including how athletes may continue to promote their personal sponsors (i.e. brands and companies who are not Olympic partners), and how these sponsors may continue to feature athletes in advertising during the next Games Rule 40 period (the “Games Period”).
Who does it apply to
Rule 40 applies to all athletes, coaches, trainers, officials and team members who will participate in the current Games. It does not apply to Olympians or other participants who have competed in previous Olympic Games but will not be participating in current Games.
When does it apply
Rule 40 applies within a defined time window during the Olympic Games.
Key Date: Date to come for athletes/athlete sponsors to notify the COC of advertising plans and launch advertising campaigns in market for the 2028 Summer Olympic Games.
Questions? Please contact the COC at branduse@olympic.ca
Rule 40 Guidelines – Milano Cortina 2026
Athlete Engagement Protocol
The Canadian Olympic Committee believes that (i) Team Canada athletes and their stories are at the heart of the Canadian Olympic Movement, (ii) athlete engagements with Team Canada are anchored in shared Olympic values and are intended to forge a strong and long-term sense of belonging, and (iii) athlete engagements with Team Canada should be mutually beneficial to the athletes, Team Canada and stakeholders involved.
This Athlete Engagement Protocol (AEP) has been developed in line with the above principles and strive to ensure clarity, consistency and alignment for the various Team Canada Athlete Engagement requests managed by the COC. Below, you will find this protocol as well as the Manager of Athlete Marketing & Olympian Legacy, Émile Fournel explaining how to navigate it.
Team Canada 2035
The COC is committed to elevating the Sport System – ensuring it is better funded, coordinated, and more sustainable – while continuing to champion safe, inclusive, and barrier-free sport for all participants, so that we can be a Team Canada that reflects Canada.
These goals all work together. By advancing podium success, we can inspire participation and strengthen the high-performance pathway for the next generation of Canadian athletes
World Olympians Association
Discover how the World Olympians Association (WOA) supports over 100,000 Olympians worldwide through career transition, mentorship, education, and community impact initiatives. Stay connected to the global Olympic community and access resources that help you thrive beyond competition while promoting Olympic values. Explore how WOA empowers your journey for life after sport.
Athlete 365
Discover how Athlete365 is helping Canadian Olympians succeed beyond sport through career development, education, mental health resources, financial wellness tools, and athlete advocacy. See how athletes are building stronger futures on and off the field of play, while gaining the support they need at every stage of their journey. Visit Athlete365 to explore the programs, resources, and opportunities available to Team Canada athletes and be part of the movement shaping athlete success
To learn more about Athlete 365
Impact Report
Discover how Canada’s Olympic movement is driving athlete performance, funding, and safe sport excellence in our latest Impact Report. See the real impact of your community—from podium success to athlete support and wellbeing—and how we’re building stronger futures for Canadian Olympians. Read the 2025 report and be part of the momentum.
Game Plan
Unlock your full potential on and off the field with Game Plan—Canada’s athlete wellness program. Access tailored support in career development, education, mental health, and life beyond sport, built specifically for Team Canada athletes. Explore your path to long-term success today.
WADA
Understand how WADA (World Anti-Doping Agency) protects clean sport through global anti-doping rules, testing, and education that impact every Canadian Olympic athlete. Stay informed on your role in fair play, compliance, and athlete integrity at the highest level. Explore how WADA supports you in competing clean.
AthletesCan
Discover how AthletesCAN—the collective voice of Canadian national team athletes— is shaping an athlete-centered sport system through leadership, advocacy, and representation. Be part of a community that amplifies your voice and drives real change in sport policy and culture. Learn how AthletesCAN supports you on and off the podium.
Sport Canada
Learn how Sport Canada drives high-performance sport, athlete funding, and national sport system excellence across the country. Through key programs like Athlete Assistance, sport funding, and performance pathways, they support Canadian Olympic athletes from development to podium success. Discover how Sport Canada powers your journey to excel.
Archives
Discover our newsletter archive, where you can read a collection of past editions showcasing the evolution of our program. This section highlights updates, achievements, and stories that have shaped OLY Canada over time. Whether you’re looking to revisit important moments or discover insights you may have missed, our archives provide a look at the ideas, initiatives, and voices that continue to drive our progress forward.