The whole body is touched.
In the evening of March 24, the International Olympic Committee and the Tokyo Olympic Organizing Committee jointly issued a statement saying that the 2020 Tokyo Olympics and the Paralympic Games will be postponed to 2021, the specific time has not been determined, but no later than 2021. summer.
Estimated by economists, The delay in the Tokyo Olympics will cause losses to the Japanese economy of more than 3.2 trillion yen, or approximately 206.3 billion yuan. Previously, Nikko Securities had given an estimated economic loss of 532 billion yuan due to the cancellation of the Tokyo Olympic Games.
The
statement also stated that even after the extension to 2021, the names of the 2020 Tokyo Olympics and Paralympics will remain the same to reduce the waste of on-site and related derivative LOGO products, and there is no need to redesign.
Peeping in the panther, the Tokyo Olympics will minimize losses to the greatest extent. However, The current Olympic Games is no longer a pure sports event. It is understood that in Japan alone, the Tokyo Olympic Games received as much as 3.1 billion U.S. dollars from 63 companies, three times as much as the Beijing and London Olympics.
In addition to tickets, competition rights, businessBusinesses such as sponsorship, and the commercial interests associated with the world-class IP of the Olympic Games also involve sports marketing, derivatives, pan-entertainment and even two-dimensional.
The dominoes pushed down by the postponement of the Tokyo Olympics are touching the nerves of more and more brands, projects, and marketers. (Note: This article will focus on the domestic market)
Sports marketing budget halved, short-term layout is the hardest hit area
In July 2019, the International Olympic Committee approved the amendment of a regulation on business rules for athletes. Under the new regulations, “Athletes participating in the Olympic Games, staff of the team and other staff of the team may The committee implements the principles established by the committee and uses their names, photos or sports events for advertising during the Olympic Games. “
The postponed Tokyo Olympic Games is also the first event to implement the new rules. The Olympic Committee stated that during the Olympic Games, while guaranteeing the interests of the official sponsors (brands that have reached direct sponsorship cooperation with the International Olympic Committee) Athletes and other Olympic participants use and moderately expose their personal sponsored brands.
In short, in addition to official cooperation, more brands have the opportunity to enter the Olympic Expo with the cooperation of athletes or related organizations.
It is worth noting that the signing cycle of official cooperation is relatively long. Although Alibaba was selected as the TOP class at a price of about 5 billion yuan, the cooperation period between the two parties is 12 years and the events involved are not limited to the Tokyo Olympics. . Anta’s cooperation with the International Olympic Committee has lasted for 15 years.
From the perspective of the cooperation cycle, although the investment amount of the official cooperation brand is larger, East