Is the age of social media threatening sponsorships? The International Olympic Committee (IOC) would say yes because they are causing it. They are trying to restrict what is posted on social media websites because it can jeopardize the companies that sponsor the Olympics.
This was all started because of the 1996 Olympics in Atlanta. Reebok was the official sportswear sponsor of the Olympics, but Nike made more through their marketing campaign. This comes back to brand equity and the halo effect, people are going to buy Nike over Reebok because Nike is considered the more well known brand.
This years Olympics, Nike has been referencing the Olympics with the slogan #MakeItCount. It is a great idea because it doesn't directly mention the Olympics but has the implied meaning.
I think that there shouldn't be strict laws protecting Olympic sponsors because people are going to support and buy from companies that they want to.
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