The International Olympic Committee historically has had heavy control over marketing and advertising in relation to the Olympic Games. That power has provided a significant source of income for the IOC through the granting of exclusive marketing rights. Formally codified as Rule 40 in the Olympic Charter, the IOC has felt backlash by athletes who believe that control is too constraining in the omnipresent world of social media. During the monthlong period surrounding the games, the IOC prohibits athletes and their …