How sponsors of the Beijing Olympics should consider speaking out

Viewership for the 2022 Winter Olympics could fall below the low-water mark set by Tokyo’s summer games last year.

The events are once again being held without spectators and broadcaster NBC has openly shared the headaches it faces in bringing the quadrennial event to American audiences. As we previously reported on PR Daily:

NBC executives, producers and past anchors spoke to The New York Times about its strategy for broadcasting the 2022 Winter Games in Beijing, China. The network faces mounting challenges including broadcasting a spectator-free event, working with anchors broadcasting remotely from the US, dealing with athletes testing positive for COVID-19 and pressure to address rising tensions around China’s record of human rights abuses.

This past December, President Biden announced a diplomatic boycott and said that no government officials from the U.S. would attend the games.

And for American audiences, China’s record on human rights is creating friction with their ability to enjoy the sports event. According to data from Morning Consult, more Americans support brand sponsors pulling out of the games than continuing to support the event.