BBC analysis shows a dramatic reduction in tweets referring to the Games from the Olympics’ global sponsors – as compared to last year’s Summer Games in Tokyo.

The BBC also approached all 13 Olympic partners for comment on accusations of China’s human rights abuses. None responded directly to the allegations.

The former chief marketing officer for the US Olympic Committee at the Beijing 2008 Olympics, Rick Burton, told the BBC multinationals were “walking a tightrope”.

“I don’t think that any of them as global brands can afford, or are willing, to insult the Chinese government.”

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