The World: Beijing - Olympic sponsors suffer negative publicity

Brands that paid to be official sponsors of the Beijing Olympics experienced increased negative publicity, according to research by Hill & Knowlton.

Despite having no negative press a year before the event, Adidas recorded a total of 32 negative articles in the period during the games. McDonald's, another official sponsor, picked up 19 unfavourable reports, while Visa attracted 12, despite neither having negative reports in the previous year.

However official sponsorship of the games was still deemed to be worthwhile, with statistics showing that all brands achieved three times more positive articles than negative ones over the two-year examination period.