Extra Credit Blog
The upcoming summer olympic games, taking place in Rio De Janeiro, are forcing brands that sponsor the olympics to come up with new strategies in regards to their crisis management. The article states that although Brazil has been rapidly growing with a healthy and wealthy middle class; political discourse, the outbreak of disease, paired with a large recession, and potential for repeat mishaps is forcing action from brands. With the potential impeachment of the Brazilian president, spread of the Zika virus, and the past failure of major sporting events sponsors are relying on crisis management planning and the careful construction of contracts with athletes. Although brands are prepping for the worst they are also using the poverty struggle in Brazil to help improve their brand image through legacy gifts; mentors specifically are being used in Brazil, hired by sponsors to help the public and improve their image.
I thought this important was really interesting because the Olympics are one of my favorite sporting events to watch. I think that it is always interesting the cities they pick and to see how the brands, sponsors, athletes, and countries respond to the differences in each country. With the rise of Zika and political instability it should be interesting to see how they handle the potential issues that come up, but also the positive stories that come because of the sponsors in such an underdeveloped country.