“Beijing Winter Olympics: the new front line in the US-China cold war”

Rick Burton, David B. Falk Endowed Professor of Sport Management in the Falk College, was quoted in the Financial Times story “Beijing Winter Olympics: the new front line in the US-China cold war.” Burton, an expert on sports marketing who worked on the 2008 Olympic Games, explained that sponsors of this year’s Olympics knew they would face mounting pressure from the public to take a public stand against China. “They are . . . trying to get through the anti-aircraft flak. The sponsors are really just trying to hang on and get through these Games,” Burton said.