The Olympic games are big business. Who wins, and who loses?
Most top-level sponsors, such as McDonald’s, Omega, Panasonic and Procter & Gamble, are not trying to prove their prowess. They are just trying to look noble and global by association in a way that wows and woos customers. How they do so reveals the brilliance of the IOC’s stand against the “crass commercialism” of corporate ads and logos at the games. Unable to advertise inside, the sponsors must advertise outside, by way of posters and packaging and every other platform at their disposal. And to reap the benefit of their sponsorship, this advertising must be linked back to the Olympics: so every billboard and chocolate bar and television set carries the Olympic logo. It is hard to walk down a high street anywhere in the world without being reminded of the Olympics.
