Do Olympic sponsors conflict with the spirit of the games?

The organisers of the Olympics are under fire for their sponsorship deal with BP today, as debate grows around sponsorship from forms such as McDonald's, Coca-Cola and Rio Tinto.

A letter on behalf of 34 signatories accuses the International Olympics Committee (IOC) of failing to consider the broader ethical and environmental impacts of their sponsors. Signatories include Greenpeace UK, a London mayoral candidate, the director of the Chartered Institute of Water and Environmental Management, the World Development Movement and Climate Rush.

It seems that the IOC have neglected to note that sponsorship is a two way deal: while BP, McDonalds, Coca-Cola and Rio Tinto (amongst others) bask in the positive publicity of peace, fairness, competitive spirit, health and solidarity, the reputations of these firms are often very different. Brands which stand for unhealthy lifestyles reliant on fatty foods, sugary drinks and reliance upon the car, and which represent exploitation of natural resources particularly at the expense of developing nations, are hardly compatible with the Olympic spirit.