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Marketing Lessons at the Tokyo Olympics: From Sponsors’ Engagement with Simone Biles to TikTok as an Alternative Channel

The ban on the public in the stadiums of the Olympic event has led sponsors to carry out activations on social networks
Simone Biles’ business partners have reinforced her support for the athlete after she abandoned her in several of the tests

The Tokyo 2020 Olympic Games are leaving unpublished images that are not associated with pulverized records or victories never seen before canada email database free. The reality that surrounds the sporting event is marked by empty stadiums and courts, in which the cries of pain for a defeat and the cries of pride for a victory resound on the stages, where there is still a presence of advertisers and brands, although without the expected impact of a full capacity.

Japan hosts an Olympic Games that its population did not want, according to polls
Japan is hosting an Olympic Games that the majority of its population did not want to host, according to all acceptance surveys, which reflect a concern about the current social and health situation in the country, with maximum infections in the capital that were last vetoed time attendance at local public sports venues. These circumstances have collapsed any forecast or bet of the sponsors of the Olympic event, who have contributed together more than 3,000 million dollars to certify a record figure.

The hours set by the Japanese zone are not contributing to television audiences either, which are suffering to the dismay of the operators who have disbursed large amounts in the purchase of these rights. This is also influenced by the loss of incentives such as Usain Bolt or Michael Phelps, who had focused the attention of the spotlight in previous editions. Her natural media substitute is Simone Biles, who was leaving the competition for mental health reasons, but to which she has returned to compete in the last artistic gymnastics test, the balance beam, where she has achieved a Bronze.

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However, far from being a fiasco for their sponsors, they have gained in purpose through the empathic association with Biles, another example of the different narrative in terms of marketing that the Tokyo Olympics are leaving, of which some brands are taking great advantage, as is the case with TikTok, the social network that generates the most engagement and that has allowed the athletes and the Olympic Village to be known in a different way, as well as opening an interesting window for brands outside the traditional circuits socialposts.

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