In 1978, the United Nations actively considered taking over the Olympic movement from the International Olympic Committee. The organization was on the brink of bankruptcy barely two years removed from Montreal, its host city for the 1976 games, which racked up $1.6 billion in debt. That same year, the only two entities interested in bidding for the ’84 games were a group of businessmen from Los Angeles and the Shah of Iran. The Shah later withdrew for obvious reasons, and the LA group, which instantly became a monopolistic supplier, had carte blanche to do what it wanted with the ’84 Olympics. LA implemented an innovative sponsorship model based on exclusivity across various categories as a means of privately funding the games, and walked away with a $233 million surplus. A year later, the IOC’s TOP (The Olympic Partnership) sponsorship program was launched, and the Olympics were on their way to financial solvency. Rule 40 is intended to keep it that way. But will it? This article reveals more than a few challenges.