As global attention turns to the FIFA World Cup, brands face a more complex communications landscape where proactive strategies and thoughtful engagement are essential to navigating potential protests and protecting reputation.

Sponsors of the Paris Summer Olympic Games will soon begin promoting their connection to the games. Some brands will claim that they are Olympic sponsors because they support the U.S. athletes.

To all the businesses associated with the games, and especially to the network televising the games in the U.S. - NBCUniversal - the Paris Olympics will be the most important happening since humans appeared on our planet.