This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

5 Olympic Sponsors Taking a Big Gamble on Sochi

PORTLAND, Ore. (TheStreet) -- The 2014 Sochi Winter Olympics have cost more than $50 billion, are being held in a highly disputed portion of Russia's Caucasus region and have drawn attention to Russia's record of corruption, its civil rights offenses against its LGBT community and Vladamir Putin's regime in general.

Sponsors must be psyched about this, huh?

With companies spending $100 million just to be a Worldwide Olympic Partner and an additional $300 million to $400 million on product launches and marketing tailored to the event, getting a return on investment this year is going to require a whole lot of gritted teeth and faked smiles.


WATCH: The Winter Olympics in Sochi Mean Marketing Gold to Advertisers

As the folks at BuzzFeed learned through their noble but ultimately infuriating exercise in corporate public-relations boilerplate reading, the Olympics' top sponsors are going to use the most measured language possible until the Opening Ceremonies begin and the first games are being played. After than point, they seem to be hoping folks will just watch the games, see their pretty commercials, forget everything going on beyond the venues and, hopefully, buy some of their products.

It's a lofty expectation, considering the Olympic Games have never been played in a vacuum. Global events not only find a way to seep in, but have become fixtures in what's basically a nationalist competition being conducted under a thin gauze of global unity. The world doesn't stop turning once the torch is lit, which the viewing public and host countries have been reminded of on several occasions.

The markets don't stop either, which makes the corporate stake in these events all the more substantial. The following five companies make up just half of the Sochi Games' Worldwide Olympic Partners, but they play an outsized role in bolstering and marketing its events. Here's just a glimpse of what each contributes:

1 of 6

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,246.83 +89.98 0.52%
S&P 500 2,009.15 +7.58 0.38%
NASDAQ 4,585.6040 +23.4150 0.51%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs