Week #7, Prompted Post: Contemplating Controversy, Olympics Winter Games in Sochi

During the month of February of 2014 happened the XXII Olympic Winter Games, which took place at Sochi, Russia. During the event this year came out a big controversy, the Olympic Committee decided to explore their equality culture through homosexuality.

However the host country has an opposite culture, and is extremely against homosexuality and even more about showing this to the population. Russia has  many policies that have a traditional and homophobic appeal.

 During the Winter Games this discussion came out as being a big fight among the world, and even companies were pressured to take a position about this subject and state their side of the story.  

There are many sides of this story that should be considered even  when we analyze through the Marketing side. This problem emerged from a lack of care of the creators of this new strategy for the Olympics  Winter Game. The Committee should have consider how broad this event is and also that they are being hosted by a traditional country that have their own laws and policies about it. 
When we are dealing with a global market it is very difficult and risky to deal with delicate subjects of the society. Even more when you are under a countries law that go against you. 

Other than the controversy about Russia being unfair or not and the Committee being right or not, it reached the companies sphere. With all the protests around the world against Russia position, the population asked for companies to declare their side. Some companies made a declaration about it, as McDonald's.

"McDonald’s supports the spirit of the Olympic Games and its ability to unite the world in a positive and inspirational way. We’ve been a proud sponsor of the Olympic Games for 37 years. Regarding the recent  Russian legislation, we support the International Olympic Committee’s belief that sport is a human right and the Olympic Games should be open to all, free of discrimination, and that applies to spectators, media, and athletes."(Taylor and Murphy)

Soruces:

Taylor, Charles, and Murphy, John. “Dodging The Controversy Bullet: Marketing At Sochi In A Global Economy.” Forbes. 7 Feb. 2014. Web. 9 Mar. 2014

“Sochi 2014: Gay rights protests target Russia's games”. BBC News.  5 Feb. 2014. Web. 9 Mar. 2014