Global corporate success is dependent upon convincing customers and employees that you uphold the fundamental principles of Olympism.

BBC: Volunteers v corporates at the Olympics

The noble principles of Olympism which govern the Games are based upon a "spirit of friendship, solidarity and fair play".

BBC: Empty seats and the privilege of the Games

The International Olympic Committee defines Olympism as "a way of life based on the joy of effort, the educational value of good example, social responsibility and respect for universal fundamental ethical principles".

BBC: Volunteers v corporates at the Olympics