Sponsors of Olympic and pre Olympic events pay millions of dollars to get their names and brands before the public eye.
The Olympics are an international event - the world's premier international sporting event and up until now pretty much a sure bet for sponsors.
Imagine then t
hat you paid those millions only to have things go horribly wrong.
Coca Cola is one of the major sponsors of the Torch Relay.
Glenda Korporaal in The Australian newspaper reports
The three sponsors of the torch relay have already decided not to use cars advertising their brands when the torch relays goes to the Japanese ski town of Nagano.
Coca Cola's annual general meeting in the US... was confronted by anti Chinese demonstrators.
Coca Cola is feeling the brunt of bad publicity associated with the Olympic torch relay. They can't capitalize on their sponsorship as it has all gone pear shaped. They are in damage control mode.
This is a risk any sponsor takes when sponsoring an athlete, celebrity or event. It goes to show the importance of your business brand and of protecting its reputation.
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