You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Controlling the Uncontrollable: Why Olympic Rule 40 Must Go It Hurts the Athletes Who Need Sponsor Dollars Most By Marcus Fischer, Published on August 08, 2012 11 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.