Companies and sporting institutions need to minimise their exposure to risk if they are to embrace the spirit of any mega sport event. Failure to do so can lead to significant reputation, financial, and regulatory damage.
During the 2014 Winter Games: Obama met with the Dalai Lama, Protests in Ukraine, Prime Minister Blair connected to the Murdoch phone-hacking scandal, and speculation around if Hillary Clinton would run for US presidency
During the 2010 Winter Games: US and beyond mortgage and foreclosure crisis, Greece debt crisis, Swine flu, US healthcare debate, and a huge 8.8 Earthquake in Chile resulting in small Tsunami activity across the Pacific Rim
Which brands are leading the pack in their mega-sport marketing?
See how the 2018 winter games are winning the "green" medal