Competitive Edge - Sports & Entertainment Marketing News

Beijing Olympics Sponsors Face a $110 Billion Dilemma

For the global consumer giants that sponsor the Olympics, the Beijing Winter Games will be a high-wire act of marketing.

The events are a showcase in one of the most important markets for the Games’ biggest sponsors, including Intel Corp., Procter & Gamble Co., Coca-Cola Co. and Toyota Motor Corp.

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Discussion Questions:

  1. What is sponsorship?
  2. What is a mega event?
  3. Why do brands sponsor mega events like the Winter Olympics?
  4. According to this story, why are sponsors of the Beijing Winter Games in a tough position?
  5. What risks might sponsors of the Beijing Games be facing?
  6. What are ethics?
  7. Why might a decision to support the Beijing Olympics present an ethical dilemma for sponsors?
  8. If you were a sponsor of the Beijing Olympics, how would you proceed? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.