Japan
The Olympics have long been an almost ideal forum for companies looking to promote themselves, with plenty of opportunities for brands to nestle ads among the pageantry and feel-good stories about athletes overcoming adversity — all for less than the price of a Super Bowl commercial, the New York Times reported. But now, as roughly 11,000 competitors from more than 200 countries convene in Tokyo as the coronavirus pandemic lingers, Olympic advertisers are feeling anxious about the more than $1 billion they have spent to run ads on NBC and its Peacock streaming platform.
More Japanese companies have decided against sending executives to Friday’s opening ceremony for the Tokyo Olympics as concerns about holding the games during the pandemic grow, Bloomberg reported. Senior officials from Nippon Telegraph & Telephone Corp., Fujitsu Ltd. and NEC Corp. will skip the event given that organizers decided to hold the games without spectators, spokespeople for the technology giants said Tuesday, a day after Toyota Motor Corp. announced its top executive wouldn’t attend.