Sports, Politics and Brands: A Volatile Mix at the Olympic Games

No sooner had Novak Djokovic – the world’s top-ranked tennis player and a favorite to win the 2022 Australian Open – been turned away from the tournament after a protracted fight over being unvaccinated than all eyes turned to Lacoste. The iconic French sportswear brand and marquee sponsor of the tennis star was now in the hot seat after …

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