Likes, follows, funding: The new Olympic economy – National
MILAN – Each Canadian athlete competing in the Milan Cortina Olympic Games relies on a patchwork of funding to support themselves.
Sponsorships, federal funding, grants, part-time jobs, prize money, the bank of mom and dad, to name a few.Ever since the International Olympic Committee relaxed its rules on what athletes can post on social media during the Games, athletes’ personal accounts have moved to the front of that revenue mix for many.“For sure, athletes with big followings are making money off social media and able to have a reach that can reach new sponsors,” said Canadian cross-country skier Xavier McKeever. “We call it building your brand.”The IOC was once iron-fisted with Rule 40 of the Olympic Charter, which protected marketing exclusivity for companies paying hundreds of millio...








