Olympic Struggle

A lot of brands (including a few in Ireland) are struggling with their involvement as sponsors of this year's Olympic Games. Certainly the games are turning out to be the most politically contentious since the Moscow Games.

Marketers have a narrow path to follow: they want the benefits of association with the spirit of the games - but not the politics of the host. An excellent article over at the Knowledge @ Wharton web site provides some guidelines for the perplexed. Marketers and consumers will be grateful for a successful solution.