S’pore firms warned over Schooling ads and promotions

SINGAPORE — The Singapore National Olympic Council (SNOC) has told local companies trying to cash in on Joseph Schooling’s historic gold medal to “not infringe or exploit” the swimmer “for commercial purposes”.

Schooling, who became Singapore’s first-ever Olympic champion after beating Michael Phelps in the men’s 100m butterfly final in an Olympic record time of 50.39sec last Saturday, was feted as a national hero upon his return home on Monday (Aug 15).

Since then, several well-known local companies have offered Schooling-related discounts and promotions, or put out advertisements to celebrate the victory.

They include firms like mobile taxi booking application Grab, Comfort Delgro, bakery chain BreadTalk, fast food chain Burger King, roasted meat supplier Bee Cheng Hiang, as well as health and wellness supplement manufacturer Brand’s.

But SNOC has urged them to stop such activities. “While we celebrate Joseph’s victory, we must also stand guided by the IOC rules and guidelines protecting the assets and marks of the Games,” a SNOC spokesperson told TODAY in a statement. “Henceforth, we would like to advise commercial entities to comply with these rules and not infringe or exploit the assets for commercial purposes. The SNOC is working closely with the IOC to ensure that the Olympic assets are protected in line with the Olympic Charter. We have reached out to those who have infringed the rules to instruct them to cease any unauthorised campaigns immediately.”

According to the Olympic Charter, which restricts the use of participants’ name, image or sports performance for advertising purposes during the Games, Rule 40 states: “Except as permitted by the IOC Executive Board, no competitor, coach, trainer or official who participates in the Olympic Games may allow his person, name, picture or sports performances to be used for advertising purposes during the Olympics.”

The rule is effective nine days before the Games’ opening ceremony, and up to three days after the closing ceremony. Countries found flouting the rules will see their National Olympic Councils subjected to IOC sanctions.

During his four-day whirlwind stay in Singapore, Schooling caught up with family and close friends, visited his alma-mater Anglo-Chinese School (Junior), held a press conference to almost 100 journalists, and even paid a visit to stricken former President S R Nathan at the hospital.

He rounded up his homecoming in Singapore with a victory parade across town on an open-top bus on Thursday, where thousands of Singaporeans joined him in a raucous celebration.

Schooling left Singapore early Friday morning for Houston, where he is enrolled at the University of Texas in Austin.