Korean Sports Council to Distribute Guide on Athlete Endorsements and Competition Uniforms/Equipment for September Aichi-Nagoya Asian Games

*This content was translated by AI.

The Korean Sports Council (President Yoo Seung-min) has distributed a guide on Rule 40 (athlete endorsements) and Rule 50 (competition uniforms and equipment) for the South Korean national team participating in the 2026 Aichi-Nagoya Summer Asian Games (hereinafter referred to as the Aichi-Nagoya Asian Games).

The Olympic Council of Asia (OCA) applies the principles of the International Olympic Committee (IOC) Olympic Charter to protect the commercial value and official sponsor rights of the Asian Games while safeguarding the interests of participants.

In this regard, the Korean Sports Council explained that it prepared this guide so that athletes, coaches, officials, sport federations, official sponsors, and non-official sponsors can easily understand and comply with relevant regulations.

According to the Rule 40 guide, participants in the Aichi-Nagoya Asian Games may appear in general advertisements (Generic Advertising) by non-official sponsors during the competition period (September 16–October 6, 2026), provided they meet certain requirements and obtain prior approval from the Korean Sports Council.

Non-official sponsors must begin advertising no earlier than 50 days before the Games, i.e., by July 28, and must submit an advertisement approval application and an advertising plan to the Korean Sports Council's marketing office by July 21.

Additionally, detailed requirements to be observed during the competition period, including standards for participants' social media operations and posting guidelines for thank-you messages directed at non-official sponsors, can be confirmed through the guide.

The competition uniforms and equipment guide includes detailed provisions based on international regulations, such as prohibitions on advertising markings on uniforms and equipment, criteria for manufacturer identification, and wearing standards during award ceremonies and official interviews.

The Korean Sports Council urged the national team and sport federations to fully familiarize themselves with relevant regulations from the stage of producing competition uniforms and equipment to prevent potential disadvantages that may arise at international competitions.

Furthermore, the Korean Sports Council plans to continuously support efforts to ensure that athletes, sport federations, and sponsoring companies fully understand relevant regulations, thereby preventing situations where athletes could face penalties due to violations of marketing rules regardless of game outcomes. It also aims to harmonize the protection of participants' rights with the marketing interests of the Asian Games and official sponsors.

Meanwhile, the full text of the guide on Rule 40 (athlete endorsements) and Rule 50 (competition uniforms and equipment) for the South Korean national team participating in the Aichi-Nagoya Asian Games is available on the Korean Sports Council's website.

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*This content was translated by AI.