Historically, the Olympic Games have been an ideal forum for brands looking to strengthen their original global presence. Companies pay heavily for the privileges of being associated with the Games, convinced that no other event offers the unique combination of mass worldwide exposure and fostering positive values. However, certain brands do get global exposure without paying large sponsorship fees through unofficial links with the event. For instance, Adidas, the key sportswear sponsor was outwitted by Nike whose gear was primarily worn around the village and during the ceremonies. Managers wonder whether the huge amounts of money on sports sponsoring is worth it. Social media are a lot cheaper than sponsoring sports events, but as Jan-Benedict E M Steenkamp, University of North Carolina says, ‘No body owns them.’