Olympic Torch sponsors braced for four months of direct action

by Ed Kemp, Marketing 08-Apr-08, 09:00

LONDON - Olympic Torch relay sponsors Coca-Cola, Lenovo and Samsung face a turbulent 120 days in the run-up to the 2008 Beijing Games, following the disruptions that marred the relays in London and Paris.

Sunday and Monday's demonstrations were aimed primarily at the Chinese government, but Free Tibet protesters will now turn their attention to Olympic sponsors, which have paid up to £50m each to be associated with the Games.

Matt Whitticase of Free Tibet Campaign confirmed that protest groups will meet later this week to discuss their stance regarding the torch's three presenting partners.

'We sent Olympic sponsors a letter demanding that they use their influence to take the torch relay out of Tibetan areas,' he said. 'We are working with other groups to decide what to do next.' The torch relay is scheduled to enter Tibet on 19 June.

Sponsors had hoped that Sunday's well-publicised protests would be non-violent. Speaking to Marketing before Sunday's clashes, Samsung head of global brand Max Bonpain said: 'We respect their right to protest as long as it's peaceful. We want to build the Olympic spirit.'

However, up to 50 arrests were made en route as the torch travelled to Greenwich.

Olympic Torch relay

Protesters target bus carrying the torch to Wembley Stadium.
Campaigner at Bayswater tries to wrestle it from TV presenter Konnie Huq.
Protesters at Holland Park try to extinguish flame.
Fu Ying, Chinese ambassador to Britain, carries torch through China Town.
Relay met in Downing Street by Gordon Brown.
Torch is rushed onto bus on Fleet Street following a second attempt to seize it.
Commenting on the day, Fu Ying said: 'I saw smiling faces of the elderly, children and the artists on the streets.'