{"id":185330,"date":"2026-02-05T13:12:00","date_gmt":"2026-02-05T18:12:00","guid":{"rendered":"https:\/\/testing.news-you-need.com\/index.php\/2026\/02\/05\/why-athletes-at-the-2026-winter-olympics-are-finally-being-given-more-power-to-monetise-their-performances\/"},"modified":"2026-02-07T08:10:11","modified_gmt":"2026-02-07T13:10:11","slug":"why-athletes-at-the-2026-winter-olympics-are-finally-being-given-more-power-to-monetise-their-performances","status":"publish","type":"post","link":"https:\/\/testing.news-you-need.com\/index.php\/2026\/02\/05\/why-athletes-at-the-2026-winter-olympics-are-finally-being-given-more-power-to-monetise-their-performances\/","title":{"rendered":"Why athletes at the 2026 Winter Olympics are finally being given more power to monetise their performances"},"content":{"rendered":"<p><a href=\"https:\/\/theconversation.com\/why-athletes-at-the-2026-winter-olympics-are-finally-being-given-more-power-to-monetise-their-performances-275185\">Why athletes at the 2026 Winter Olympics are finally being given more power to monetise their performances<\/a><\/p>\n<p><a href=\"https:\/\/theconversation.com\/why-athletes-at-the-2026-winter-olympics-are-finally-being-given-more-power-to-monetise-their-performances-275185\">https:\/\/theconversation.com\/why-athletes-at-the-2026-winter-olympics-are-finally-being-given-more-power-to-monetise-their-performances-275185<\/a><\/p>\n<p>Publish Date: <a href=\"publish_date]\">2026-02-05 13:12:00<\/a><\/p>\n<p>Source Domain: <a href=\"theconversation.com\">theconversation.com<\/a><\/p>\n<ul>\n<li>\n<p><strong>New Monetisation Policies for Olympians:<\/strong> For the first time, Olympians can access footage from their competitions to use for personal branding, as announced by the IOC in December. This change aims to let athletes leverage their performance videos to increase their presence on social media platforms.<\/p>\n<\/li>\n<li>\n<p><strong>Use of 2022 Beijing Olympics Footage:<\/strong> During the 2026 Milan Cortina Winter Olympics, athletes who competed in Beijing can access 60 seconds of their footage from the 2022 Games to celebrate their achievements on personal channels.<\/p>\n<\/li>\n<li>\n<p><strong>Shift in Media Culture:<\/strong> The IOC&#8217;s decision reflects a broader shift in media consumption habits towards social media, prompting the IOC to adapt its traditionally strict rules around media content usage to avoid losing engagement.<\/p>\n<\/li>\n<li>\n<p><strong>Recognition of Social Media&#8217;s Impact:<\/strong> The IOC is recognising social media&#8217;s ability to amplify Olympic assets, allowing athletes&#8217; personal sponsorships and providing a way to engage audiences during crucial viewing windows for broadcasters.<\/p>\n<\/li>\n<li>\n<p><strong>Technological Adaption:<\/strong> The integration of video tracking technology with artificial intelligence to manage unauthorised content shares and the future role of AI in creating and engaging Olympic content has become essential.<\/p>\n<\/li>\n<li>\n<p><strong>Evolving Social Media Guidelines:<\/strong> The guidelines have been evolving with each Games, showing increasing acceptance of social media sharing. The 2024 Paris Olympics will allow more videosharing than previous editions, indicating a more open stance to athlete engagement.<\/p>\n<\/li>\n<li>\n<p><strong>Embracing Influencer Economy:<\/strong> The new policies reflect an effort to stay relevant in the influencer economy, where athletes&#8217; individual presences on social media become crucial for audience attraction and brand promotion.<\/p>\n<\/li>\n<li>\n<p><strong>Economic and Technological Shifts:<\/strong> The decision ties into broader changes in international sports towards technology-driven shifts, with non-traditional partnerships and the integration of AI becoming increasingly important in sports marketing and engagement.<\/p>\n<\/li>\n<\/ul>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why athletes at the 2026 Winter Olympics are finally being given more power to monetise&#8230;<\/p>\n","protected":false},"author":1,"featured_media":185331,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/images.theconversation.com\/files\/716370\/original\/file-20260204-56-3euew0.jpg?ixlib=rb-4.1.0&rect=0%2C429%2C5768%2C2884&q=45&auto=format&w=1356&h=668&fit=crop","fifu_image_alt":"","footnotes":""},"categories":[14],"tags":[20],"class_list":["post-185330","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","tag-artificial-intelligence"],"_links":{"self":[{"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/185330"}],"collection":[{"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/comments?post=185330"}],"version-history":[{"count":1,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/185330\/revisions"}],"predecessor-version":[{"id":185332,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/185330\/revisions\/185332"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/media\/185331"}],"wp:attachment":[{"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/media?parent=185330"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/categories?post=185330"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/testing.news-you-need.com\/index.php\/wp-json\/wp\/v2\/tags?post=185330"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}