Going for the Green

Olympic sponsors look for big payoffs from their million-dollar promotions

Companies ranging from McDonald's to Motorola are preparing for next month's Summer Games with all the drive and determination of the athletes. In the first Olympics to be paid for largely by businesses, these firms have staked huge amounts of cash and pride on what they hope will be an uplifting 16 days of sports. Company officials, though, can get butterflies when they think about the uncertainty of their investments. The pullout of athletes from the Soviet Union and 13 other countries could hurt TV ratings and dampen press coverage of the...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!