But let’s be honest here: if the real point of sponsorship is to use the Olympics to reach potential customers — of which China has a staggering 1.3 billion — it’s hard to see what Adidas gets for its $100 million (besides a black eye in the West for refusing to speak out on Tibet). Nike and Li-Ning will be every bit as ubiquitous as Adidas. So I can’t say I was surprised when I heard, during my recent trip to China, whispers from marketing experts that expressed what no one dares say out loud: Olympic sponsorships may not be worth it.
New York Times
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