Why Sponsors Are Keeping Quiet Ahead of the 2022 Winter Games
Image Source: ft.com
Written by: Ethan Price
January 23rd, 2022
As the days go on, the 2022 Winter Olympic games draw closer. The games are set to start on February 4th in Beijing, China. In a normal Olympics game year, advertising from the game's sponsors would be flooded across the media. However, this year is different. As China faces backlash from nations across the world regarding a genocide of muslims within their country, it seems as if sponsors are hesitant to promote the event in fear of their own reputations.
In years past, sponsoring brands such as Procter & Gamble and Coca-Cola released commercials of their sponsored athletes 100 days before the start of the games. While P&G and Coke are both sponsors of the games this year as well, neither company has put out much of any advertising relating to the games. In fact, Coca-Cola has limited the released of their Olympic endorsed products line to only China. (WSJ)
Market Analysts speculate for brands such as Coca-Cola, Visa and Intel to remain on the sideline regarding any major marketing within the U.S. for the games. However, these companies will, in turn, miss out on the benefits granted by the world stage advertising. As the games creep closer, we will wait and see which companies chose morality or greed.