Not only Athletes Jumping Hurdles in 2008 Olympics
The 2008 summer Olympics in Beijing will promise to showcase the top level of human sport as they do every four years. However, these summer games also promise to be comprised of controversy and protest. Human rights activists have been attacking Chinas hosting of the games for human rights policies and actions in Darfur and Tibet. Campaigns protesting the summer games have already claimed disrupting the historic and symbolic global trot of the Olympic torch, a very disheartening incident for the games prestige. So what does this mean for the Olympic sponsors? With the events literally being televised all over the world, it is a slam dunk for the games’ big sponsors and advertisers, or is it a rim check?
A short CNN story I found on You Tube discusses the growing concerns for the 2008 Olympic sponsors. As the games approach, more campaigns are executed by activists highlighting disregard for genocide and human rights violations in Darfur and Tibet. This cannot be good PR to associate your company with supporting the games – which is also to show disregard to the activists, Right?
The story discusses some of the game’s big name sponsors — McDonalds, Samsung and Coca-Cola – feeling pressure from their role as sponsors. Although the Olympic Council has not had any of its sponsor’s withdrawal, they fear the pressure to succumb to customers protest will carry weight in doing so.
The controversy surrounding the games, and specifically Chinas role in Darfur, has already caused acclaimed director Steven Spielberg to resign as artistic designer for the games. Additionally, Musician Quincy Jones, who was asked to compose the Olympic song, has reported that he is now reconsidering his contribution. And even more, Britain’s Prince Charles has made clear that he will not attend the games because of human rights abuses in Tibet.
The contribution abandonment has proven to not only be from countries outside China. The story interviews Ai Weiwei, an architect of the stadium in Beijing where the games will be held. He illustrates his frustration with the Chinese government for not living up to promises of greater freedom, and wants no part in the games.
The architect of the stadium hosting the OLYMPICS does not want to see his work immortalized? Truly, these Olympics are unlike those of the past.
So what kind of pressure does this put on the game’s sponsors? With all of these prominent figures rejecting their request for inclusion in the Olympics, what does that say about the companies that do not? Could sponsoring these Olympics be considered bad public relations?
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