Sports Business Journal

Yes, the Olympics still matter for brands

AS MANY OF YOU HAVE READ in recent years, especially after the 2014, 2016 and 2018 Olympic Games, there has been talk — particularly in North America — that the Olympics, as a sponsorship property, wasn’t working. We kept hearing things like “young people don’t care about the Games” or “the TOP program has seen its best days” or even “Look, McDonald’s just left the Olympics.”

Well, we were with you … but, wow, were we ever wrong.

First, just days after the high-profile

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