Pressure mounts on Olympic sponsors

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Allegations of human rights' abuses have led to an official boycott by a number of Western governments of the Winter Olympics in Beijing this month. China has responded angrily, accusing them of politicising a sporting bonanza. The International Olympic Committee insists that sport should be above politics. So where does this leave the sponsors on whom the Olympics depend for funding? International marketing expert Allyson Stewart Allen tells us that sponsors are stuck between a rock and hard space, whilst former Olympic skiier Noah Hoffman calls on sponsors to do more to protect athletes, and British politician Rob Hayward is calling for a boycott of Coca Cola products for not taking a stand. Ed Butler presents and the programme producer is Clare Williamson. (This podcast is an edited version of the original broadcast programme for reasons of accuracy) (Image: Short Track Speed Skating official training session ahead of the Winter Olympics, Beijing, China, Credit: Getty Images)