Why Britain says big Olympic sponsors should pressure the IOC

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Why Britain says big Olympic sponsors should pressure the IOC
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The British government is pushing worldwide Olympic sponsors to pressure the International Olympic Committee over a proposal expected to permit Russians and Belarusians to compete as neutral athletes in the 2024 Summer Games in Paris.

SALT LAKE CITY — The British government is pushing worldwide Olympic sponsors to pressure the International Olympic Committeeto compete as neutral athletes in the 2024 Summer Games in Paris.

The United Kingdom's new secretary of state for culture, media and sport, Lucy Frazer, has joined Ukrainian President Volodymyr Zelenskyy in reaching out to the 14 international companies that are a major source of revenue for the IOC. Frazer reiterated concerns about the IOC proposal raised last month in a statement about Russian and Belarusian athlete participation that was signed by representatives of 35 countries, including the United States.

Pointing out that no final decision has been made, Frazer said in her letter that the IOC has been "strongly urged" to respond to the issues being raised "and reconsider its proposal accordingly." It's not clear how — or even if — the Olympic sponsors will respond, said Mark Conrad, director of the sports program at Fordham University's Gabelli School of Business in New York City.

"But here, as long as the sponsors need the IOC more than the IOC needs them, the leverage could be in favor of the IOC," he said, especially with the interest next summer's Paris Games is expected to generate.

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