From Knowledge@Wharton: The start of the summer Olympic Games in London marked the opening of a window that comes around just once every four years for many gold medal-favorites — the chance to shine in front of a huge inter­na­tional audi­ence and to land lucra­tive spon­sor­ship deals. But athletes and the compa­nies that sponsor them are in a tenuous situ­a­tion — just one mistake is often the differ­ence between a rela­tion­ship that could be worth millions and one that stalls before it ever starts. · Go to The tricky game of Olympic spon­sor­ship →