Sponsors of Sochi Olympics find themselves drawn into battle over gay rights in Russia; New York Times via Pittsburgh Post-Gazette, 1/28/14

Stuart Elliott, New York Times via Pittsburgh Post-Gazette; Sponsors of Sochi Olympics find themselves drawn into battle over gay rights in Russia:

“We’re a brand that has always been about inclusion and diversity,” Katie Bayne, president for North America brands at the Coca-Cola North America unit of the Coca-Cola Co., said in a telephone interview Monday. “We’re convinced, as we talk about Coke standing for inclusion, it’s the best way to go.”...

“We are aware that some activists are targeting Olympic sponsors to voice their concerns regarding the Russia LGBT legislation,” the statement continued. “McDonald’s supports human rights, the spirit of the Olympics and all the athletes who’ve worked so hard to compete in the Games. We believe the Olympic Games should be open to all, free of discrimination, and that applies to spectators, officials, media and athletes.”

The activists do not seem mollified. On Twitter on Monday, Queer Nation NY expanded its efforts to appropriate #CheersToSochi to include sponsors like Procter & Gamble and Visa. The organization posted a photograph of Russian protesters being arrested with the comment “Use @Visa for your bail!”

Antonio Lucio, chief brand officer at Visa, said in a recent interview that Visa executives “support the highest ideals of the Olympic movement, which include inclusion.”"