# Professor Alvin Lieberman explains why some athletes use crowdfunding to cover their expenses for the Olympics

1 Faculty News August 4, 2016 ![Fortune logo](/sites/default/files/styles/246w/public/assets/images/con_031172.jpg?itok=61CxYB-R)>

Excerpt from [Fortune](http://fortune.com/2016/08/04/olympians-funding-rio-expenses/) -- "Large companies often pay tens of millions of dollars simply to show the Olympic rings insignia on their particular products in the run-up to the games and after, says [Alvin Lieberman](http://www.stern.nyu.edu/faculty/bio/alvin-lieberman), clinical professor of marketing entrepreneurship and innovation at New York University’s Stern School of Business. ... Crowdfunding can be a good alternative to running up expenses they can’t pay for. 'It is a very good place for athletes to go and for people to connect,' Lieberman says."

[Read more](http://fortune.com/2016/08/04/olympians-funding-rio-expenses/)