Beijing has become the first city to host the Summer Games (in 2008) and Winter Games (in 2022). China has invested nearly $4 billion to host the Games (Forbes, 2022). Winter Olympics is a huge marketing opportunity for sponsors - a showcase for brands. However, Beijing 2022 is also causing a huge headache for the 13 official corporate partners of the Games. The official worldwide partners of the Olympics are Airbnb, Alibaba, Allianz, Atos, Bridgestone, Coca-Cola, Intel, Omega, Panasonic, Procter & Gamble, Samsung, Toyota, and Visa. On one side is the lucrative market of China with a population of 1.4 billion people, the world's second largest economy and a significant growth region for brands. On the other side, there is an increasing negativity surrounding China in the Western countries. A recent survey from Pew Research found 67% of Americans have an unfavorable outlook concerning China compared to 46% in 2018. This trend is also prevalent with other Western democracies. Multinational companies find it increasingly hard to remain neutral in the great power contest between China and the US. A primary reason for the silence is the financial importance of the Chinese market for Olympic sponsors. According to Bloomberg, ten of 12 largest Olympic sponsors, including Toyota, Intel, Coca-Cola and Procter & Gamble generate $110 billion in revenue just in China. c) Are brands avoiding Winter Olympics marketing? As a marketing manager what do you think could be an appropriate response for brands to make use of marketing opportunities furnished by Beijing Olympics 2022? (Words limit 300-350 words)

c) Are brands avoiding Winter Olympics marketing? As a marketing manager what do you think could be an appropriate response for brands to make use of marketing opportunities furnished by Beijing Olympics 2022? (Words limit 300-350 words)

d) Beijing 2022 offers an insight into the future for multinationals - trying to keep two global superpowers US and China happy - two countries with totally different value systems. Stuck in the middle of a diplomatic spat between the US and China - many are choosing to stay silent. How can global brands deal with the issue to remain neutral in the great power contest between China and US? What could be the impact on countries who have good relations with both like UAE (Words limit 300-350 words)

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