Sports, Politics and Brands: A Volatile Mix at the Olympic Games

Advertisers cannot escape the social spotlight that comes with marketing overseas

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No sooner had Novak Djokovic—the world’s top-ranked tennis player and a favorite to win the 2022 Australian Open—been turned away from the tournament after a protracted fight over being unvaccinated than all eyes turned to Lacoste. The iconic French sportswear brand and marquee sponsor of the tennis star was now in the hot seat after Djokovic’s unapologetic vaccine stance.

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