With the 2022 Winter Olympics in full swing, this video looks at how the International Olympic Committee (IOC) earns billions of dollars through brand partnerships. Along with providing benefits for both major companies and the IOC, these big-time deals have also led to some challenges during this current edition of the games.
- Do you think it is worth it for companies to spend billions of dollars on brand partnerships at the Olympics? Why or why not?
- Why are some brands choosing to distance themselves from this edition of the Olympic Games?