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The importance of sponsors in the budget of the Olympic Games

Despite the asterisks that can be marked at the Tokyo Olympic Games, this sporting event remains a planetary event difficult to match in attraction and scope, where sponsorship plays a fundamental role. So much so that on the official website of the event there is a section dedicated to marketing Canada Email Address, where it is explained how was the planned planning for the financing of the Olympic Games that are being held in Japan. In this, it is specified that 55% of the necessary funds come from local sponsors, those who have devoted the most to the event and at the same time those who are suffering the most from their atypical circumstances.

In second place was the item related to ticket sales, which was going to cover 14% of the budget, but which has been completely canceled by the pandemic. The third largest contribution comes from the International Olympic Committee itself, which would contribute 13% of the planning. Another 10% part of the members of the TOP Program of the International Olympic Committee, the highest level of sponsorship, and of which Coca-Cola, Airbnb, Alibaba, Atos, Bridgestone, Dow, GE, Intel, Omega, Panasonic, Procter are part & Gamble, Samsung, Toyota and Visa. Finally, the sale of licenses and rights, with 2% and an additional item that the IOC identifies as Others, quantified at 6%, would complete the budget.

“The Tokyo 2020 sponsorship program plays a vital role in this event, since it represents an extremely high percentage of the budget that will contribute to the projected income,” acknowledges the organizing committee itself in the budget breakdown, hence the discomfort caused Due to the risk of commercial actions in a context such as the current one, it is being one of the main friction factors of the Olympic event.

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The best example of frustrated expectations has been Toyota, which has canceled the broadcast of the ads related to the Olympic Games that were in its media planning for Japan. Furthermore, Akio Toyoda, President of the company, did not attend the opening ceremony as a protest to the conditions in which these Games are being held. This has been a focused measure and directed towards the authorities of the country, because in other markets advertising activations are being carried out.

One of the pieces that the Japanese public is not seeing is the one starring Jessica Long, an American Paralympic swimmer, in which her life story is told. The 23-year-old Olympic medalist, who was born in Russia, had her legs amputated after being adopted in the United States. This ad, titled “Upstream” (upstream or upstream), was already shown successfully during the last edition of the SuperBowl.

Dramatic actions such as Toyota’s have forced Yoshihide Suga, Prime Minister of Japan, to appear on several occasions while his popularity borders on the minimum. “I decided that the Olympic Games can go ahead without compromising the security of the Japanese people,” said Suga, who argued that “the simplest and easiest thing would have been to stop them, but the government’s job is to face the challenges socialposts.”

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