According in a report in Around the Rings, computer maker Lenovo has left the Top program, effective after the 2008 Games. After Kodak jumped ship, I predicted we would see a possible top-tier sponsor leave at some point in the future. I am going out on a limb here---expect to see another Olympic sponsor leave. Just my gut feeling. It was that same gut feeling that after Kodak left, then whoever was thinking about calling it quits would feel better about their decision. They just didn't want to be the first and as a result, Lenovo's leaving hasn't attracted the publicity that Kodak's actions have.
Companies are getting smart. They want to make sure their sponsor dollars will get the biggest bang for the buck. Especially in this economy. What with us facing possible $4/gallon gas (I don't think that applies to you folks out in California-I saw it coming close to that amount in San Francisco two years ago) and layoffs making the news, spending a gazillion dollars on sport sponsorship isn't as attractive as it used to be.
Who will step up to the plate to replace Lenovo? Acer, the Taiwanese computer maker has been mentioned. Ho ho, wouldn't that make the Mainland spit noodles. Whoever replaces Lenovo, they better be in it for the long haul, since the next several years are going to be a rough ride in general for sponsors, athletes, in fact, anyone on the periphery or heavily involved with Olympic sport.
I just hope it doesn't get to the point where we have a sponsor crisis what with people leaving as fast as the IOC can replace them. That isn't good. The IOC needs stability, and what with the current doping crisis, they need all the financial friends they can get their hands on, before anyone else is thinking of pulling out.
Otherwise we could see what happened years ago before reforms were enacted: an IOC millions of dollars in debt, with no-seemingly way out.
If it happens again, it's going to be a lot harder to correct. Hopefully it will be the IOC's priority to stop the sponsor bleeding...before the patient is declared DOA.
Or if the Olympics have a DNR order slapped on them.
