...[The] growing role of the athletes who are protesting Darfur poses challenges for the Chinese government, corporate sponsors and, not least, the athletes. For corporate sponsors, the stakes are high... In some cases, sponsors have shelled out more than $80 million for the rights to associate themselves with the Beijing Games... Eliot Cutler, a Beijing-based partner with law firm Akin Gump...notes that Darfur is one of several issues causing bad publicity around the Beijing Games, including severe pollution and safety of certain Chinese products... [The] New York-based activist group Olympic Dream for Darfur...is planning demonstrations at the headquarters of Olympic sponsors, and encouraging supporters to turn off the TV during their ads.