Olympic sponsors – Chinese climate targets
Major sporting events such as the soccer World Cup, the Super Bowl or the Olympic Games play an increasingly important role for the marketing of large corporations. So it's no wonder that a sponsorship contract with the International Olympic Committee is causing popping champagne corks in PR departments
But the Winter Games in Beijing create an unexpected dilemma for large sponsors. Corporations are wondering: How to respond to harsh criticism of the host country, China? And how should the company position itself towards its production partners in Xinjiang or the diplomatic boycott by several governments? Ning Wang shows the dilemma the Olympic sponsors are in – and how they try to escape the situation unscathed, with absurd actions at times.
It is a complex picture that China represents when it comes to environmental protection. On the one hand, it is the world's biggest climate offender, generates tons of radioactive nuclear waste with its myriad of reactors and burns mountains of dirty coal. On the other hand, Beijing has realized that China cannot avoid climate change. That's why it wants to become a pioneer in climate protection.