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| Over the weekend, the International Olympic Committee drew criticism for saying it was reassured about the safety of the Chinese tennis star Peng Shuai, whose whereabouts have been a mystery since she accused a former government official of sexual assault. The I.O.C.’s statement, which didn’t mention the accusations, did little to quell the controversy — and now, a little more than two months before the Winter Olympics in Beijing, the event’s sponsors face tough questions of their own. |
| 上周末，国际奥委会因为对中国网球明星彭帅的安全表示放心而招致批评。自从指控一名前政府官员性侵后，彭帅一直下落不明。国际奥委会的声明没有提及这些指控，也未能起到平息争议的作用——现在，距离北京冬奥会还有两个多月的时间，这项赛事的赞助商们也面临着棘手的问题。 |
| The I.O.C.’s announcement didn’t convince many — and neither have Beijing’s assertions. The Olympic organizers said they held a 30-minute video call with Peng, the latest in a string of seemingly stage-managed appearances by the tennis star that have done little to assuage critics. Today, China’s foreign ministry decried the coverage of Peng’s case as “malicious hype.” |
| 国际奥委会的声明未能让很多人信服——北京方面的说法也没有人信。奥委会的官员表示，他们与彭帅进行了30分钟的视频通话，这是这位网球明星一连串似乎经过精心安排的露面中的最新一次，这些亮相对平息批评几乎没有起到什么作用。今天，中国外交部指责对彭帅事件的报道是“恶意炒作”。 |
| The Women’s Tennis Association, which has threatened to withdraw its tournaments from China, repeated a call to investigate Peng’s allegations. And Global Athlete, an advocacy group for athletes, said the I.O.C. had demonstrated “an abhorrent indifference to sexual violence and the well-being of female athletes.” The I.O.C. told DealBook in a statement that in its conversation with Peng, “she was very clear in confirming that she is safe and well.” The group added, “Safeguarding the well-being of athletes is paramount to the I.O.C. and the Olympic movement.” |
| 威胁要从中国撤出比赛的国际女子网球协会再次呼吁就彭帅提出的指控展开调查。运动员权益倡导组织全球运动员协会指出，国际奥委会表现出了“对于性暴力和女运动员福祉令人憎恶的冷漠”。国际奥委会在给本报的声明中表示，在与彭帅的通话中“她非常明确地确认自己安然无恙”，还表示“保障运动员的福祉对国际奥委会和奥林匹克运动至关重要”。 |
| Olympic sponsors have stayed quiet. Of the 15 companies listed as “partners,” representatives for Airbnb and Coke declined to comment, while others did not respond to requests for comment. (Despite being described as a partner, G.E. ended its Olympics ties this year.) Companies face opposing pressures: |
| 奥运赞助商一直保持沉默。在15家被列为“合作伙伴”的公司中，爱彼迎和可口可乐的代表拒绝发表评论，其他公司则没有回应置评请求。（通用汽车虽然被列为合作伙伴，但在今年结束了与奥运会的合作。）企业面临左右为难的局面： |
| Consumers and athletes now demand more of sponsors. Some top sponsors of U.S.A. Gymnastics abandoned the organization when it became embroiled in a sexual abuse scandal, and Simone Biles left Nike for a brand that she said was better aligned with her values. Top tennis stars like Naomi Osaka, Roger Federer and Serena Williams have expressed concern about Peng, raising the prospect that they might pressure their brand sponsors to also speak out. |
| 消费者和运动员现在对赞助商的要求更高了。美国体操协会卷入性侵丑闻后，一些大赞助商与该组织划清了界限，体操运动员西蒙娜·拜尔斯不再为耐克代言，转向了一个她表示更符合自己价值观的品牌。大阪直美、费德勒和塞雷娜·威廉姆斯等网球界的大牌明星都对彭帅的安危表达了担忧，这增加了他们向品牌赞助商施压，要求公开表态的可能性。 |
| Businesses fear riling Beijing and losing access to the huge Chinese market. Questioning the government’s line could put tens of billions of dollars in sales at risk. Pointedly, this week the Chinese government said it would punish companies that it deemed supporters of Taiwan’s independence. |
| 企业担心激怒中国政府，失去进入巨大的中国市场的机会。质疑中国政府的做法，可能会面临数百亿美元的销售损失。值得注意的是，中国政府在本周表示，它将惩罚那些它认为支持台独的企业。 |
| Experts are split on the reputational risk for sponsors. If the Peng situation remains in the spotlight during the Olympics, “I can certainly see some brands becoming more wary of their association,” said Brayden King, a management professor at Northwestern University. Others downplayed the risk: “It doesn’t matter where the games are,” said Rick Burton, the chief marketing officer for the U.S. Olympic Committee for the 2008 Beijing Games, “there’s controversy that something is not right.” If you’re a top I.O.C. top sponsor, Burton said, “you know what you’re getting into.” |
| 专家们对赞助商面临的声誉风险意见不一。如果在冬奥会期间彭帅依然备受关注的话，“我肯定能看到一些品牌会不太愿意牵扯进去，”西北大学管理学教授雷登·金表示。也有人对这种风险不以为然：“奥运会在哪里举办并不重要，”2008年北京奥运会的时候担任美国奥委会首席营销官的里克·伯顿说，“有一些问题总是存在争议的。”他表示，如果你是国际奥委会的大赞助商，“你知道你在做什么。” |
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