Now the cynic might say, who would want to sponsor the Olympic Games, what with doping scandals, corruption, venue deficiencies and the Zika virus. Whatever the true ideals of the movement, the Olympic brand and its many parts aren’t seen as trustworthy. So will any of that rub off on the prominent brands that are paying untold millions to be there? Izzy Pugh, Director of Culture at Added Value, a strategic brand consultancy, talks to Share Radio to discuss the games and the brands involved.
