Erich Swatzerl from The Wall Street Journal wrote a piece this week entitled “2022 Beijing Olympic Games Loom as Test for Corporate Sponsors“, which neatly encapsulates not just the looming headaches for Olympic sponsors, but the current landscape for doing business in China. In fact, while the whole piece is worth a read, the sub-header pretty much says it all:

“Silence on human-rights issues risks alienating U.S. consumers; speaking up could earn the host nation’s ire.”

You could swap out “human-rights issues” for a host of other controversial topics du jour and the sentiment would remain, although increasingly this applies to global consumers, not just those in the US.

Nowhere has this been illustrated better than in the case of the NBA, with the “Morey Tweet” incident still dogging the league in China. That situation was particularly notable because it brought an international brand’s dealings in China into the mainstream consciousness for really the first time – and put the league in an impossible situation. Previously, if western brands had fallen afoul of Chinese keyboard warriors for using an incorrect map or making a geographical typo, they could issue a groveling apology – in Chinese only – and wait out the storm until another brand slipped up and took their place in the hot seat. Most people elsewhere in the world would have been none the wiser.

But’s that no longer the case.