Several top leagues in Europe and the NBA in North America grew their digital footprint by over 10% between April 2020 and April 2021. Sports properties over the course of the pandemic have worked to shine a light on sponsors through greater content creation strategies and digital activations. Looking across industries, almost 60% of industry respondents saw digital engagement as the most important factor influencing digital commerce in the past year (Voice of the Industry, Digital Consumer Survey 2021). Can digital engagement salvage a positive ROI?įor brands focused on growing exposure rather than direct revenue (through sales of products and services) there remains opportunities to engage fans online. How they respond will potentially influence sponsorship rights values not just for the Tokyo Games but for future Olympics also. Lacking the usual Olympic fans and fanfare, brands need to adjust to maximise return on investment. Physical assets on the ground in Tokyo were set to play a key role in the activation strategy for many brands. Yet, following the decision to host the games behind closed doors, partners and sponsors are being forced to adjust how they go about maximising exposure and impact during the games. This is separate to international sponsors that purchase rights directly from the International Olympic Committee (IOC). It was reported that in Japan 60 companies paid more than USD3 billion for sponsorship rights for the Tokyo Olympics. Initial concerns about the feasibility of hosting the games during the early stages of the first global wave led to an eventual year-long postponement. The Tokyo Olympics has been clouded in uncertainty since the first initial COVID-19 outbreak in 2020. This article is also available in Japanese.
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