Controversy and legacy: What the endurance of the Olympics movement can teach brands | Design | The Drum
Sport is no stranger to scandal… from doping athletes to corruption at Fifa's top table. This leaves trust in short supply, and excitement surrounding global superstars – like Usain Bolt – can be like a short-term sticking plaster. As fans, we all know the tarnish that scandal leaves in our minds, but what about the impact it has on long-term brand associations and sponsorships?
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