Balancing act of Olympic sponsorship

May 21, 2008

German firms have signed up to sponsor this year's Olympics, hoping to promote their brands in the fast-growing Chinese market. But companies like Adidas and Volkswagen are finding out that involvement in the Beijing Games demands a careful balancing act. In the wake of protests over Tibet, brands hope to ensure that association with the Olympics doesn't hurt their reputations at home. Joanna Partridge reports for Reuters