Controversial mega-events and the sponsor´s image: Master thesis regarding the affect of the 2008 Olympic Games on its sponsor´s social image

Abstract

How do controversial mega-events affect the social image of its sponsors? This is the main question considered in this paper. The paper attempts to respond to this question as fully as possible. Therefore, several theoretical research streams are being discussed, such as corporate social responsibility (CSR), corporate image, sport sponsorship, and social risk. The conclusion is that the paper’s findings are opposing result expectations, as well as prior research studies. To be more precise this paper proves that negative publicity surrounding a mega-event regarding human rights abuses which are not related to the sport event do not damage the sponsor’s image.