The Olympics have become too political and divisive for most major brands to continue to support it with large sponsorships. - Inspired by Antonio Perez, Kodak Chief Executive

With more than 17 million people living in Beijing, the potential Olympics market is huge. In fact companies like Adidas and Anheuser-Busch have paid tens of millions of dollars on marketing to Chinese consumers. Adidas is opening its largest store, and spent an estimated $80 million, according to IEG. To a company like Adidas, the marketing spend is worth it.

But only eight of the games' 12 global sponsors have signed on for the 2010 Vancouver Games or the 2012 summer games in London. A longtime Olympic supporter, Kodak, will pull out of future games. “It's just not the best way for us to spend out money,” says Antonio Perez, CEO of Eastman Kodak. Lenovo, Johnson & Johnson and Manulife Financial are also no longer sponsoring the Olympics after Bejing.

Some research suggests that few consumers notice who backs the Games. In a survey of 1,500 Chinese urban residents, conducted by London's Fournaise Marketing Group, only 15% of Chinese city inhabitants could name two of the 12 global sponsors.