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Layckan Van Gensen, Junior Lecturer in Mercantile Law, Stellenbosch University

Olympics 2024: what new social media guidelines mean for athletes and their sponsors

Ivorian taekwondo champion Cheick Sallah Junior Cisse takes a selfie with fans at the 2016 Olympics in Rio. Ed Jones/AFP

Cellphone cameras are ubiquitous at modern sporting events. Whether it’s a school swimming gala, the local rugby club squaring off against their bitter rivals or a national team fighting for tournament glory, every moment is a potential photograph.

The Olympic Games are no exception. More than 10,000 athletes from 200 countries or regions are set to compete in 32 sports in this year’s host city, Paris, giving fans ample opportunity to fill their camera rolls with images of their favourite sporting heroes.

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