The USOC recognizes the rights of each athlete to control and protect his or her own personal name, likeness and image. Additionally, the USOC recognizes that NGBs must have certain rights to utilize names, likenesses and images of athletes to promote each NGB's sport.
USOC Commercial Terms NGB Policy
Clarification of Commercial Terms - note: this was a previous clarification of commercial terms, whereas the official Policy above sets the precedent.
Olympic Charter - Rule 50: Advertising, Demonstrations, Propaganda
IOC Letter of Rule 50 (previously known as Rule 51)
Approved Personal Performance Gear List - Summer Sports
Approved Personal Performance Gear List - Winter Sports