The Olympic Games have been a revenue generating enterprise for the IOC from nearly their inception. WSJ’s Stu Woo unpacks the history of brand partnerships and the challenges sponsors are facing at the Beijing Games.

Photo: Fabrizio Bensch/Reuters

The Economics Of
How do the world’s most successful companies generate revenue? In this explainer series, we’ll dive into the surprising stories behind how businesses work–exploring everything from Costco’s “treasure-hunt” model to the economics behind Amazon’s AWS.

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