The Harder we Fall…

We learned this morning that 45 Russian athletes would not be competing at the Winter Oilympics after the Court of Arbitration in Sport rejected their appeal against exclusion.

It can only be hoped that the shadow which drugs casts over performance will be blown away by genuine and truly honest competition over the coming two weeks.

History suggests this is naive but what is life if there is no hope. The five Irish athletes will give of their best and hopefully raise interest in their achievements through media coverage including a nightly highjlights programme on RTÉ.

Elsewhere around the Games and around the world brands will be looking to leverage their investment in partnership with the Olympic movement and gain brand wins through sharing human stories.

Toyota have focused on athletes in their impressive run of content around the games and not just on those likely to score gold.

Ashley Wagner overcame six concussions to make it to the podium in Sochi. She trained just as hard for Pyeongchang but did not make the cut for the US Figure Skating Team.

Sometimes it’s much more about the journey and the falls along the way than the glory reserved only for the few.

Over the course of the Winter Games, we will highlight how brands are attaching their name to the stories of the athletes.

Sport for Business Coverage of the 2018 Winter Olympics will continue through the Games, focusing on the commercial aspects, and supported by our friends at 53 Degrees North.

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