Are Olympics Sponsorships Worth It?

For some, not anymore. High-profile Beijing Olympics sponsors Kodak and Lenovo are pulling the plug on future Games

With the opening ceremonies for the Beijing 2008 Olympic Games just days away, corporate sponsors are getting ready to do victory laps of their own. This year's Olympics have been hyped as a blockbuster for marketers, a chance to ride the wave of Chinese national pride that may translate into billions of dollars in sales of Adidas sneakers, McDonald's (MCD) Big Macs, or General Electric (GE) wind turbines.

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