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The absence of spectators and citizen support destabilizes the plans of the sponsors of Tokyo 2020

The impossibility of interacting with viewers limits the actions of brands to the online environment
Toyota has decided not to broadcast television commercials in Japan and its representatives will not attend the opening ceremony Indonesia Email Lists

The Tokyo 2020 Olympic Games will be held a year later than planned due to the havoc that the pandemic has caused internationally. They will also do it without spectators in the stadiums, with ceremonies of self-imposition of medals and, of course, without handshakes or celebratory hugs. An extremely atypical edition of the Olympics with a reduced human factor that is already significantly affecting the presence of brands in international sports competition.

The absence of spectators in the stands will determine the atmosphere in the different spaces of Tokyo 2020, but it will also leave its mark on the more than 60 sponsors whose advertising and marketing strategies depend, to a large extent, on in-person interactions. In addition to the impossibility of interacting directly with users, there is also the lack of support that the celebration of the competition has received among Japanese citizens, now plunged into a new state of emergency due to the rebound in infections.

Coca-Cola, Airbnb, Visa or P&G are some of the Tokyo 2020 global partners
The sponsorship of the Olympic Games has a pyramidal structure divided into two large groups: world partners, managed by the International Olympic Committee (IOC) and among which this year are brands such as Coca-Cola, Airbnb, Visa, Procter & Gamble, Samsung or Toyota; and on the other hand, the national sponsors, managed by the organizing committee of the edition. This group is divided, in turn, into three categories: gold sponsor members, official partners, and official supporters.

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National sponsors tend to be local to the city or region hosting the event and provide specialized services to support the running of the games. This year, Japanese companies such as Asics, Canon, and EY Japan are providing support in sporting goods, cameras, printers, and professional consulting services, respectively. According to Reuters reports, these sponsors have invested more than $ 3 billion in the games, which is 60% of the total budget of the organizing committee socialposts.

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