As the 2022 Beijing Winter Olympics inches closer, sponsors are facing mounting pressure to pull out of the games with China is under fire for controversies like the alleged human rights abuses against its Muslim minority population and the disappearance of tennis player Peng Shuai. Rick Burton, professor of sport management at Syracuse University, joined Cheddar to discuss what he expects to happen once the games begin. Burton said China is too large of a market for American advertisers to ignore, and he doesn't expect any of them to pull out of the games. "Olympic sponsors right now I think are really just trying to hang on and get through these 17 days, come out the other end," he said.