Thursday, August 21, 2008

Olympic sponsorship does not always boost the brand

After Argentina's Olympic soccer team became the second to strike a racist pose in Beijing, the Consumerist blog pointed out the sponsorship. Of course, Coca-Cola couldn't have known in advance, and isn't to blame. Still, if a brand gains unmerited goodwill from association with a winning athlete, it may expect to take the damage from the losers.

1 comment:

Ken Houghton said...

But the team itself will be judged solely but its accomplishments, of course.

Oh, sorry. Thought for a minute that was Spain's Mens Basketball team.