Footballers and other athletes are standing up to the sponsors who subsidise them. Ed Butler speaks to Laurence Halsted, a former British Olympic Fencer who wrote about his concerns about the Games in Rio de Janeiro, in 2016. Sports marketing consultant Tim Crow says the involvement of people's politics in sport makes the usual bonanza for sponsors at events a lot more problematic. Martyn Ziegler, chief sports reporter at The Times, thinks the Olympics may find itself under growing pressure as players blur the messages that brands and governments are hoping to promote.

Produced by Benjie Guy.

(Picture: Portuguese footballer Cristiano Ronaldo at a Euro 2020 press conference. Credit: Getty Images.)