In the past, companies would pay massive amounts to sponsor the Olympics as it is considered one of the most prestigious opportunities for the marketing industry. However, with the 2022 Olympic Games being held in Beijing, these companies are worried about tarnishing their brand by associating with China’s repressive and authoritarian government. As China’s economic and military forces grow, Washington is no longer viewing their economic cooperation as a win-win relationship. Companies that have sponsored the 2022 Olympics are receiving criticism from politicians and human rights activist groups who say that these contracts imply support of the Chinese Communist Party’s atrocities. While many companies are realizing that this may be more trouble than it’s worth, others insist that they can’t be forced to choose between two of the world’s largest markets.
For Companies, Winning in China Now Means Losing Somewhere Else
