“NBC Plays Up Peacock, Downplays China in Promotion of Beijing Winter Olympics.”

Rick Burton, David B. Falk Endowed Professor of Sport Management in the Falk College, was quoted in the Morning Consult story “NBC Plays Up Peacock, Downplays China in Promotion of Beijing Winter Olympics.” Burton, an expert on sports management who served as the chief marketing officer for the 2008 Olympics, said that the marketing for this year’s games is “remarkably understated” due to tension. “There is a sensitivity right now that people in America may have concerned views about China,” Burton said. “It’s not unknown to the sponsors and to that end a group like NBC could be taking that into account.”