The situation in Darfur is depressing and tremendously saddening. The answer to solving Darfur, however, is not in attacking sponsors and using them as a leverage point. Sponsors and the sports and entertainment industry have the opportunity to make a positive impact on society and they continually do so. Attack this valuable medium, and we destroy the ability to make a difference.

Sponsors are corporations which are made up of many employees who care deeply about the world, people who are friends, family and neighbors.

The Olympic sponsors support and commit to the Olympic ideals and the value they provide to the world. It is important for the Olympic movement to stay neutral in political matters or it could cease to exist.

Attacking sponsors is not the answer to Darfur, in fact, due to the detrimental exposure, it very well may force sponsors to cease to support events and programs that can make a difference. Sponsorship efforts of corporations can help deliver hope to the world. It was one of the main reasons FIFA awarded the World Cup to South Africa.

Collectively, what should the role of the ISC be and what can sponsors do to assist on the Darfur situation and what can we do to contribute to the prevention of future Darfurs?

Let’s come up with impactful solutions. Please share your thoughts.