Spielberg Quit; Should Olympic Sponsors Follow?
By Yoji Cole
April 03, 2008
Corporations sponsoring the Beijing Olympic Games could suffer guilt by association as critics and protesters voice their concerns over China's involvement in the Darfur region of Sudan and its controversial rule over Tibet.
Protesters disrupted a Chinese official's address during the Olympic torch-lighting ceremonies in Greece, and more protests are planned in cities along the route as the torch travels around the globe. Protesters, however, are not yet targeting the companies or the athletes involved with the Olympic Games. Instead, they want them to use their status and influence to call attention to and show support for ending the genocide in Darfur and China's involvement in Tibet.
"Companies need to release a statement addressing the issue of Darfur and say 'As a major worldwide corporation, we feel we need to play a positive role in ending the genocide.' If they want to get positive media from the Olympic Games, they should take into account what the world is asking," says Brad Greiner, cofounder and director of athlete outreach for Team Darfur, a coalition of more than 250 Olympic and professional athletes from 45 different countries who support Darfur's refugees.
China's involvement in the Darfur conflict received increased media scrutiny following film director and producer Steven Spielberg's resignation in February from his position as artistic director of the games' opening ceremonies.
"I find that my conscience will not allow me to continue with business as usual," Spielberg said in a statement. "At this point, my time and energy must be spent not on Olympic ceremonies, but on doing all I can to help bring an end to the unspeakable crimes against humanity that continue to be committed in Darfur." Read DiversityInc's exclusive interview with a Darfur expert who helped Spielberg with his decision to resign.
In Darfur, nearly 400,000 people, mostly Black Africans, live in refugee camps after having been driven from their homes by Arab-African militias called Janjaweed, who are supported by the Sudanese government. China imports 7 percent of its oil from Sudan, and critics say China needs to pressure Sudan to stop the violence and bring stability to Dafur.
The "Free Tibet" movement seeks autonomy from China for the three traditional provinces of Tibet. Supporters of Tibet are asking that China honor the country's "autonomy where there is democracy, freedom and justice that could exist," says Giovanni Vassallo, president of San Francisco--based The Committee of 100 for Tibet.
"Companies should feel free to sponsor the Olympics but understand the risk," warns Vassallo. "At the same time, millions of people around the world will view the Olympics and the torch as it travels around the world as blood-stained."
Tibet's supporters plan protests in cities along the torch relay's route to keep their demand for an autonomous Tibet in the news. Vassallo said the torch will pass through San Francisco April 9 and he expects tens of thousands of protesters to march in the streets.
Torch relay sponsors include The Coca-Cola Co., No. 2 on The 2008 DiversityInc Top 50 Companies for Diversity list. Coca-Cola is also a worldwide sponsor of the U.S. Olympic Committee along with Johnson & Johnson, No. 8.
The U.S. Olympic Committee's domestic sponsors include AT&T, No. 22 on the Top 50, Bank of America, No. 3, and General Motors, No. 44.
A Coca-Cola representative said in March that the company is being watchful. "We're keeping an eye on the situation," Kerry Kerr told The New York Times. "We feel that using the torch relay to put political pressure on China is not appropriate." Coca-Cola met several times with protest groups, Kerr added, and is sharing the groups' concerns with the International Olympic Committee.
Vassallo suggests companies feature programs that will benefit Darfur's refugees or Tibet to show support for human rights.
"They should conduct awareness campaigns with their employees to tell them what to do to support [Darfur's refugees and Tibet]," says Vassallo. "If they want, they should pressure China to enter into discussions with the Dalai Lama who is recognized by Tibetans as their country's leader. And I think they should steer away from [partnerships with] companies owned and operated by the People's Liberation Army."
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