The Olympics officially kicked off last Friday, and the entire world is tuned in to see the highest-caliber athletes compete to win the most coveted prize in international sports: Olympic Gold. However, this just barely scrapes the surface of what is really going on at the Olympics. The century-old sports competition is also one of the world’s most high profile sport’s sponsorship opportunities; for a select number of brands, the Olympics offers the chance to be seen on a global stage, and reap the benefits of being associated with the healthy and glamorous images of star athletes. However, do the benefits justify the $100 million price tag for top sponsors?