• Loading stock data...
Thursday, November 21, 2024

Olympic Sponsors Weigh Boycott Stance, Risk Losing Customers

Beijing-2022-Olympics
IOC/Design: Alex Brooks

Olympic sponsors are torn on marketing tactics leading up to the 2022 Beijing Winter Olympics as government officials stage diplomatic boycotts over China’s alleged “genocide and crimes against humanity.”

The companies risk missing out on marketing opportunities by not capitalizing on campaigns, but could also lose customers by supporting a controversial Olympics.

Former IOC chief marketing officer Rick Burton pointed out that sponsors also “have businesses to operate in China.” Ten of the 12 largest Olympic sponsors, which include Procter & Gamble, Coca-Cola, and Intel, combine for $110 billion in annual revenue in China, according to Bloomberg.

Despite running large, global ad campaigns in previous Games, companies differ in their approach this year. 

  • P&G’s messaging focuses on the athletes, and marketing decisions are made “tactically and individually by market,” according to its finance chief Andre Schulten.
  • Coca-Cola is only running a campaign in China this year. The company has also voiced its concerns over Qatar hosting the 2022 World Cup for similar humanitarian issues.
  • Intel, one of the top five U.S. sponsors, has openly agreed with the U.S. government regarding their concerns.

During the 2014 and 2016 Games, top-tier sponsors contributed more than $1 billion combined to the IOC.

Political Involvement

The IOC said it “must remain neutral on all global political issues,” and some companies are following its approach. The Olympics’ official timekeeper, Swiss watchmaker Omega SA, said it doesn’t “get involved in certain political issues” and has launched a new watch for the Games.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Nov 5, 2023; New York, NY, USA; Hellen Obiri of Kenya celebrates after finishing first place in the NYC Marathon.

On Brand Posts Record Sales, Says It’s No Longer ‘Just a Running..

The Swiss company credited its full-price strategy for its stellar quarter.
Vanderbilt Commodores quarterback Diego Pavia (2) throws the ball as Auburn Tigers take on Vanderbilt Commodores at Jordan-Hare Stadium in Auburn, Ala., on Saturday, Nov. 2, 2024. Vanderbilt Commodores defeated Auburn Tigers 17-7.

Vandy QB Pavia Sues NCAA for 2 More Years of Eligibility

Diego Pavia beat Alabama. Can he beat the NCAA’s eligibility rules?

Raygun’s Viral Olympic Competition Will Be Her Last

She said the “level of scrutiny” will be higher since the Games.
The start of the New York City Marathon

Influencer Matt Choi DQ’d and Banned From New York City Marathon 

Several people with Choi rode e-bikes and filmed him on the course.
podcast thumbnail mobile
Front Office Sports Today

Who Can Actually Afford Juan Soto?

0:00

Featured Today

Nov 18, 2023; Las Vegas, Nevada, USA; Williams Racing driver Logan Sargeant of the United States (2) during the Las Vegas Grand Prix at Las Vegas Strip Circuit.

F1 Grand Prix Upended Vegas Last Year. Stakes Are High for Its..

Stakes are high as F1 gears up for a successful second act.
Classic Football Shirts New York Pop-Up
November 18, 2024

Vintage Soccer Jerseys Have Found a Sweet Spot in the Lucrative U.S...

The money-making shirts are at the prime intersection of memorabilia and fashion.
Nov 13, 2024; New York, New York, USA; New York Knicks guard Josh Hart (3) reacts after fouling Chicago Bulls guard Coby White (not pictured) during the second half at Madison Square Garden.
opinion
November 16, 2024

NBA Ratings Rorschach Test: Buy the Dip

Was it the election? Too many threes? Lack of storylines?
November 15, 2024

Executive Decision: When Richard Nixon Named a College Football Champion

In 1969, the 37th president unilaterally named the winner of the season.

Premier League Transfer Spending Has Already Topped $2 Billion As Deadline Looms

Saudi Pro League teams haven’t yet matched their English counterparts.
August 11, 2024

Passing of the Torch: Los Angeles Set for Olympic Firsts in 2028

The city last hosted the Summer Olympics in 1984.
Paralympics Tiktok
August 25, 2024

The Wildly Successful Paralympics TikTok Account Isn’t What You Think

A cheeky TikTok account is opening the world of Paralympic sports.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
August 1, 2024

Saudi Arabia Submits Bold World Cup Bid That Includes a Cliffside Arena

The Saudis are proposing a new stadium in a futuristic city called Neom.
John John Florence (USA) surfs in men’s round two competition during the Tokyo 2020 Olympic Summer Games at Tsurigasaki Surfing Beach.
July 29, 2024

Olympic Surfers Won’t Get Their Full Paris Moment

‘We’re kind of separate off on our own little thing over here.’
Teahupo'o Tahiti Surfing
July 26, 2024

Olympic Surfing Crashes on Tahiti Like a Wave

For Teahupo‘o’s locals, the Olympics are a mixed blessing.
July 25, 2024

Olympics: Despite Concerns, Star Athletes and Paris Spark Hope

Hope rises for a resurgent event after two pandemic-marred Olympics.