Excerpt: “These events are one of the few remaining forms of entertainment that people feel compelled to watch in real time. Viewers want to see it live and talk about it live,” says Josh Spiegelman, managing director of global media agency Mindshare.
Sponsoring the Olympics has become more global and more competitive. Coca-Cola may not be the last corporate giant to look for a teammate.
Read the full piece in The WSJ here.