Palladium-catalyzed C–H activation reactions directed by a removable 2-pyridylsulfinyl group were developed. Aromatic olefination products were formed in good yields on treatment of 2-(phenylsulfinyl)pyridines with alkenes in the presence of a Pd catalyst. The reaction tolerates a wide range of substituted alkenes, including various acrylates and styrenes. The controlled experiments indicated that