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Olympics aren't slam dunk for sponsors this year

The decision to move forward with the Olympics has put sponsors in a tricky position because the games are no longer the predictable investment that they were pre-pandemic.

Why it matters: Companies spend hundreds of millions of dollars for the right to be associated with the Olympics, a singular opportunity to reach a global audience for weeks and months. But a global health crisis and local controversy over this year's games are leaving sponsors in a much tougher spot than they anticipated.

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