The Winter Olympics starts this Friday with a big opening ceremony in Beijing.

It's an exciting moment for athletes and for the corporate sponsors that pour hundreds

of millions of dollars into the Olympics.

So there are 13 top tier sponsors of the International Olympic Committee.

The top tier sponsors of the International Olympic Committee are from the US, VISA, Airbnb,

Procter and Gamble, Coca-Cola and with the last one in Tel Corp.

And what that means is that they pay tens of millions of dollars and they get to use the Olympic logos.

Officially, no one else gets to do that.

So they could run a TV ad that has the Olympic rings on them, Coca-Cola can slap the Olympic rings on when their cans were bottles.

And they get to tell the world, hey, we help make the Olympics happen.

And he says companies are willing to pay big for those coveted top sponsorships.

The International Olympic Committee says that for the last two games it has data for, top sponsors poured in more than a billion dollars.

Why is it worth all that money for them? Just for a couple of rings on their products.

You think about the logos that are most recognizable in the world.

And I don't think there's many more recognizable than the Olympic rings.

In the Summer Olympics, for example, there are 200 countries that come.

Can you go to 200 countries and get people recognized, one logo for anything else?

It's nice if, you know, Coca-Cola can be associated with that.

Because the Olympics are like the pinnacle of a good feeling event.

Yeah, exactly. It's a feel-good event where all the world's different cultures come together in one place for peaceful competition.

At least, that's the concept.

But this year, sponsoring the Olympics has been more fraught than feel-good.

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