Sponsorship criteria of two Olympic sponsors, Coca Cola and Philips are as follows:-

Coca Cola

Philips

Maintain that the sport must be: Non violent Non elitist, and should have High visibility Coca Cola believe that they share the values of the Olympic Movement - Universality and fraternity.

"the sport or activity must have a beneficial image and be regarded as 'clean' and not associated with violence and hooliganism". "the sport must have strong appeal to youth and families". "the company must be seen as a large and important one and therefore, the events must be major ones, with no conflicting or, indeed competitive activities present". "the results must be measurable with TV and press exposure quantified". "to sponsor events or activities rather than individuals or teams".

(Source:pg. 29 S Waite - Thesis on The Sponsorship of the 1992 Olympic Games, original source: The Howell Report - "the Committee of Enquiry into Sports Sponsorship"; Central Council for Physical Recreation 1983).