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This is the first of a two-case series (IMD-5-0675 and IMD-5-0676). With reports of bribery and corruption facing the International Olympic Committee (IOC), there is serious danger that one of the most recognisable symbols of the world, which are synonymous with honour, integrity, determination, and commitment to excellence, will be tarnished. The IOC needs to manage its brand reputation so that its value to sponsors and advertisers remains intact. The case illustrates the sequence of events leading up to the bribery incident and highlights the issues that need to be addressed to rescue the Olympics from the crisis.