Some 2.6 billion euros.
Never have national sponsors invested so much to support the Olympic Games held in their country.
They are about sixty Japanese brands to have financed the sporting event.
The brewing group Asahi Breweries imagined stadiums crowded with spectators from all over the world, freed from the Covid-19, and drinking the
"official beer of Tokyo 2020"
.
An overflow of favorable publicity in the great Olympic celebration.
Read also:
Tokyo Olympics behind closed doors: a negligible impact for the Japanese economy
Unfortunately, the pandemic continues.
And the events of the Games, which will finally be held behind closed doors on July 23, do not do the business of the sponsors.
The absence of spectators limits their marketing opportunities.
“
Some local sponsors have started renegotiating their contracts downwards.
Others are asking for financial compensation from the International Olympic Committee (IOC), the Japanese government and the Tokyo Olympic teams
, ”blows a connoisseur of the file.
Last year, after the decision of
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