In the true spirit of the Olympics, the various disciplines were supposed to be competed amongst sportspersons from different countries. Over the years, the focus has shifted to drugs, sponsorships and big money from behind the scenes who pour the money on both sides if some idiotic self-serving politicians want to hijack what basically is a sport that tests the physical endurance of the intriguing human body to hedge their investments. It happened in Berlin when Coca-Cola pushed the brand on the side of the Allies and when the USof A stepped in, it promoted Fanta through Coca-Cola GmbH to German soldiers. They were playing safe. Coca-Cola was a primary sponsor of the 1936 Games. And the first modern day Olympic Torch Relay was initiated in Berlin in 1936, and Coca-Cola was its sponsor at that time too.

Its a sponsor for the 2008 games today. To be fair, Coca-Cola was not the only company to hedge its bets during World War II. But the extent to which companies will go to ensure future markets and profits, however unethical, is disturbing. And Coca-Cola's sponsorship of the Olympic Torch Run and the Beijing Games is just that - unethical and devoid of morality. The very two words that many businesses of today lack in spades. It makes no difference to the management of Coca Cola whether Tibetans are murdered, tortured or intimidated by the Chinese government. Its objective is to increase its sales in China, and it will do nothing to risk losing access to that emerging