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  • Friendship, respect and excellence are what the Olympics stand for
  • Friendship, respect and excellence are what the Olympics stand for
    Garry Knight, Creative Commons (2012) ©
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What Olympic values mean for sponsors and spectators

When the Olympics roll around every four years, the 16-day extravaganza unites the world in a celebration of sport. But with two cities withdrawing their bids for 2024, the event’s prestige is in doubt. Can reconnecting with its core values make the Olympics – and its sponsors – more appealing?