This study examined social media posts by athletes from eight nations (Australia, Brazil, Germany, Iran, Japan, South Africa, United Kingdom, and United States) with varied applications of the International Olympic Committee Rule 40 during the Tokyo 2020 Summer Olympic Games. Guided by the concept of ambush marketing, we sought to determine to what extent Olympic athletes followed or violated Rule 40 during the Tokyo Games and what impact that had on engagement with their posts. Our quantitative content analysis of 9,387 Instagram posts from 622 athletes revealed that 4.32 percent of posts...Read more
