Beijing Olympic Sponsors See Gains Despite Struggling Market

Beijing Olympic Sponsors Like Tsingtao Beer Seeing Gains Despite Sluggish Economy

WATCH WHAT YOU SAY: The BOSTON HERALD's Kronenberg in a separate piece wrote sponsors for this summer's Games "seek the thrill of advertising victory -- but risk the agony of public-relations defeat." Former John Hancock CEO David D'Alessandro said of activation for sponsors, "What's important is not to weigh in politically. If this year's sponsors start talking about Tibet, they'll have problems. But otherwise, consumers won't fundamentally believe that sponsors have any control over the political scene." Boston-based Rasky Baerlein Strategic Communications Chair & CEO Larry Rasky said sponsors need to "acknowledge the controversies -- then try to stay as far away from them as possible" (BOSTON HERALD, 6/30).

OLYMPICS NOT ENOUGH? Kodak last week unveiled plans for a new PGA Tour promotion, and FORBES.com's Tom Van Riper wrote for Kodak, a company that "has seen revenue drop 28% in the past two years after being slow to adapt to the digital photography phenomenon," the campaign is a "chance to project a faster-moving image by engaging customers at more regular intervals than it has through its Olympic and NASCAR sponsorships." Kodak Chief Business Development Officer Jeff Hayzlett: "I love the Olympics, but it only occurs every two years" (FORBES.com, 6/26).

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