5th August, 2016/Brazil "State-sponsored doping": sponsors assess implications of IOC decision on Russian athletes
"A week is a long time in politics", British Prime Minister Harold Wilson once said, writes Richard Fox.
And that measurement would certainly also be true in the case of sponsorship, with new, unexpected twists and turns in the Russian doping scandal hitting the headlines every day - and, sometimes, it seems, every hour.
But if a week is a long time, spare a thought for the sponsors who sign up to support the world's greatest sporting festival many years in advance.
One company that knows all about the passing and measurement of time is Omega, whose official Olympic timekeeping legacy dates back to the Los Angeles Games in 1932, and who, on 25th September, 2009, signed a new agreement with the International Olympic Committee (IOC) which extended their sponsorship through to the 2020 Olympic Games, which we now know will be held in Tokyo.
We talk about investing in sponsorship properties; and, just like most other kinds of investment, the value of an investment in the Olympics can go down as well as up.
Companies like Omega are aware of this, no doubt; but they'll doubtless also be watching with intense interest the current shenanigans around the state-sponsored cheating program used by the Russians - and, in particular, how the IOC has handled it.