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The corporate sponsors of the Tokyo Olympics have hired marketing consultants to determine whether direct contact with the Olympics will damage their brand.
According to people who work directly with some of the 47 major Olympic sponsors, Japanese companies have asked consultants whether they should accept the Olympic image.Another option is to mention at least one event that has generated more than $3 billion in sponsorship after the polls show that more than half of the Japanese public believes the Olympics. Should be cancelled.
People close to several sponsors said these consultants have been introduced because the company is approaching the six-week countdown to the opening ceremony.
An advertising director involved in the preparations for the Olympics said that this logo represents an “irrecoverable point”, beyond which the company will bear the cost of canceling advertising activities.
A person close to the Japan Advertisers Association, which has 272 member companies, admitted that Olympic sponsors found it difficult to achieve the marketing benefits they initially expected.
“The company once hoped to increase their brand value by sponsoring a major global sports event, but now it is difficult to actively promote the fact that they sponsor the Tokyo Olympics,” the person added.
A person who served as a consultant to one of the 14 global sponsors said that because of Whether to embrace the Olympics With such a fine balance, some companies have developed two activities and will decide which one to use at the last minute.
“They are waiting to see if the opposition to the Olympics starts to decline, because if not, they worry that these Olympics will actually damage their brand,” said an advertising executive who works with Olympic sponsors.
“At the same time, when you expect them to increase, most activities have stopped completely.”
Among the gold partner sponsors, ASICS And the dairy and soft drink group Meiji Holdings Recently, TV commercials were launched to promote athletes who wish to participate in the Olympic Games.
In the Asics ad, the Olympic rings only briefly appeared in a corner at the end of the ad.
Meiji stated that it is investigating the impact of Olympic sponsorship on its brand, but its existing advertising is not based on the results of the research.
Another sponsor, who did not want to be named, said that it has not yet decided whether to launch an Olympic-themed advertisement, but is paying close attention to public opinion.
ASICS did not respond to a request for comment.
At least one sponsor that produces consumer goods has been told that any activity that tries to play an important role in the Olympic Association is of no benefit.
A senior advertising executive who participated in multiple sponsoring companies said that the two main considerations are the decision Whether to allow spectators to enter the venue, Is expected to be around June 24, and a private poll on the level of public opposition to the Olympics.
As the pace of Japan’s vaccination program accelerates, domestic media polls show that the number of people opposed to hosting the Olympics on July 24 has fallen from about 80% a month ago to 62%. In recent polls.
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