Open any social media app and you'll see Canadian athletes sharing their Olympic journey, from behind-the-scenes photos with their teammates to fun fashion shows in their official team uniforms.

This year, a further relaxation of previously strict social media rules means athletes can use their platforms a little more freely, whether to connect with fans or attract the attention of sponsors.

Road cyclist Alison Jackson is one of those clearly having a blast. In her recent Instagram videos, she’s not only seen racing through Paris, but also perched atop a set of Olympic rings, recreating a scene from the movie “Titanic” during the opening ceremony on the Seine, and professing her undying love for Parisian baguettes and croissants.

Jackson said she is naturally an entertainer who enjoys making people laugh, but there is also a more serious side to her commitment.

“Female athletes need to promote themselves more, especially in a sport where there is a disparity between men and women,” Jackson said. He said that for a long time, male runners dominated television coverage, while the women’s team “had to have their own Twitter channel (now X) to report on the races.”

As an athlete in a Eurocentric sport, he says he can also use his platform to help Canadians understand cycling and, hopefully, fall in love with it.

“The great thing about the Olympics is that people will see sports they’ve never seen before,” he said. “Everyone can relate to cycling because everyone has used it.”

For Finlay Knox, a member of the men's swim team, social media is a way to highlight successes that might otherwise be overlooked.

Teammates like four-time medalist Summertime McIntosh get the lion's share of the publicity, leaving him to highlight the performances he's proud of, including swimming relays and reaching the final of the 200-meter individual medley.

“We're in a sport where there's not millions of eyes and millions of dollars on our side,” he said. “So the only way we're going to be recognized is through social media and being able to share my journey.”

Although he said he was shy about social media at first, Knox says he's now trying to gain followers. “The goal is for at least one kid to be inspired by my story,” he said.

The rule changes mean athletes have a little more freedom in what they post. This year, competitors can post up to two minutes of audio and video recordings from training and competition venues, the opening and closing ceremonies and the Olympic Village.

This way, Instagram visitors can watch Canadian athletes celebrate teammate Ethan Katzberg's hammer throw gold medal from the athletes' lounge (posted by walker Evan Dunfee) or watch jumper Caeli McKay bounce on the famous cardboard beds.

Rules remain strict despite changes

As in Tokyo, athletes can post messages thanking their personal sponsors, although they cannot include any Olympic symbols, venues or official team uniforms.

The rules remain strict, however. Rule 40 of the IOC's Olympic Charter guarantees commercial exclusivity to companies that spend hundreds of millions of dollars to promote their brand at the Olympic Games.

The rules prevent athletes from sharing images of competitions and impose strict restrictions on their appearance in advertisements by companies that are not official partners of the Olympics. They also cannot use images generated by AI.

Swimmer Mary-Sophie Harvey says athletes understand the need to respect Olympic sponsors, “but I think this is moving in the direction of more flexibility, so that's good,” she said.

Although she was too busy during the first week of the Olympics to post frequently, she is generally a fan of social media. “I like to share my world because it's not just about swimming,” she said.

Other athletes, like swimmer Kelsey Wog and boxer Wyatt Sanford, say they aren't big fans of social media and prefer to keep their personal lives private.

Financial benefits

But it is clear that there are advantages, particularly financial ones, for those willing to share.

Karine Delage of the Karyzma agency, which represents Harvey among others, describes the Olympic Games as “playing time” and does not refer to the competition.

She said athletes, particularly in lesser-watched sports, can benefit from increased attention during the Olympics to build their brand, leading to future sponsorships or paid performances.

“We have to remember that these athletes are not getting a million dollars and they have to create their own brand and their own image because everything they do at the Olympics is great, but what's next,” he said in a phone interview.

She said the most successful social media posts go beyond athletic achievements and show who the athlete is as a person. For example, an athlete who shows off their love of cooking might end up working with lifestyle brands, she said.

Most athletes create and film their own content, he said, though members of their team can help them develop a strategy or occasionally remind them to disconnect to avoid getting overwhelmed.

“Interviews are great, but you don’t want to introduce yourself to everyone,” he said.