The Rio Olympics 2016 once again proved that major sporting events would struggle to attract the necessary finance and backing if it were not for the brands that sponsor them. Brand owners know that the Olympic Games constitute arguably the most effective international marketing opportunity in the world. Olympic partners know that their logos and names will reach billions of viewers in over 200 countries. The revenues that are generated the commercial partnerships account for over 40 percent of Olympic revenues. Commercial partners also provide much-needed technical and product support before, during, and after the games. There are various levels of sponsorship that entitle sponsors to make use of the Olympic images and trademarks. To what extent do you agree that the Olympics have become a brand fest?