A visitor takes a photograph of illuminated Olympic rings floating in the waters off Odaiba island in Tokyo, Japan, January 14 2021. Picture: BLOOMBERG/TORU HANAI
Assurances by both the Japanese government and the International Olympic Committee this month that the Games would begin as scheduled on July 23 have not quelled concerns. “We’re asking ourselves, ‘are we really going to do this?’” said a person seconded by his company to the Olympic organising committee. The person, who like most of those interviewed, declined to be named as he is not allowed to speak to the media, said even raising the topic of a “Plan B” was discouraged.
For local sponsors, the perks of supporting the Tokyo Olympics have long since faded. Six sources at sponsor companies said they were still waiting on details from organisers so they could finalise preparations and roll out advertising campaigns. Several said they had held back out of fear of alienating the public.
Asahi Group, the holding company of beer maker Asahi Breweries, a top-tier Olympics partner, postponed the ads it had planned to air in 2020 after the Games were delayed, said a company official on condition of anonymity, as it waits for more clarity on the schedule.Five sources at separate sponsor companies said they were also delaying ads and reconsidering marketing events. But many sources said they saw the Olympics as a “national project” that they must support.