Today I have come across this interesting article from the Guardian blogger Jules Boykoff titled: Has London 2012 been greenwashed? | Jules Boykoff | Comment is free | guardian.co.uk
In the article he clearly states that in his view the sponsorship deals with Dow Chemical and BP are “a clash between Olympic-style environmentalism and the corporate commercialism of the Games.” To him their involvement as sponsors is purely to serve as greenwash of their business practice. It is a very opinionated article which in my view addresses a very important aspect of CSR / Sustainability and sponsoring.
When I read the article I was positively surprised initially. I like a strong opinion and the courage to express this. But I do not agree with the complete authors assessment of BP’s and Dow Chemicals’s involvement in the Olympic Games. For me the whole purpose of the Olympic Games as a global sports event is something extraordinary and an event which are all looking forward to. It is my sports event highlight in 2012. And sponsorships and partnerships are a part of the whole setup and help fund the Games.
But I also do not agree with the ever increasing commercialisation of the Olympic Games. And this has been a trend over the past Games which I have found very irritating. Sometimes I wish that I there would be something similar to an ad-blocker for TV programmes.
I certainly hope that the organisers will find the right mix between using the partners and sponsors to help promote the Olympic Games and at the same time making sure that the sport and amazing global diversity will be the focal-point in the weeks to come.