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How Should Sponsoring Brands Deal With Sports Corruption?
- Marketing Week, Monday, January 18, 2016 9:03 AM
Sports marketers have plenty to look forward to this year, but ample reason for concern too. The UEFA Euro 2016 football tournament in France and the Rio Olympics both offer brands a huge opportunity to reach diverse and engaged global audiences, but they will take place against an unprecedented backdrop of scandal and claims of corruption at the highest levels. These challenges should prompt sponsors to tread carefully with their communications strategies.
