The Olympics Is Showing Its Age as Major Brands Question Whether It's Worth Advertising In

It's still the world's premier sporting event, but has seen its fair share of controversies

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Last week, the 2020 Olympic Games kicked off in Tokyo with all the pomp associated with planet Earth’s premier athletic event.

For anyone who’s watched the Games before, it was all familiar: the fresh-faced athletes, the spirit of competition and, of course, the brands. A who’s who of blue-chip behemoths including Coca-Cola, P&G and Visa have anted up more than $3 billion for the privilege of being an Olympic sponsor, a distinction whose privileges include the use of the Olympic rings—and, indeed, just the word



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This story first appeared in the July 26, 2021, issue of Adweek magazine. Click here to subscribe.