The reputation of the IOC is influenced by that of its sponsors, and vice versa. By setting these standards, consumers can be confident that IOC sponsors are moral businesses based on their sponsorship, which would add to the value of the sponsor's brand. This solution not only promotes Olympism, but also ensures the continued economic viability of the games by allowing the IOC to shed sponsors while benefiting from a fixed fine which will provide revenue to the IOC when it seeks a replacement.