By Matt Readman

Sports have long delivered for brands. They’re also a platform for politics, whether we like it or not. Brands better get ready to pick sides, explains Dark Horses’s Matt Readman.

Just before Christmas, Asahi-owned Pilsner Urquell pulled out of sponsoring the Olympic Games. The reason being that the brand also sponsored the Czech Olympic team and, following the IOC’s decision to allow Russian and Belarusian athletes to be part of Paris 2024, the brand felt that the two were incompatible.

It would be easy to imagine that ‘pull-out politics’ are rare but happening more frequently. Fifa lost Read full story ›

Source: The Drum