Marketing matters: Olympian effort pays off for Tokyo sponsors
In spite of huge challenges posed by the pandemic, and the $20 billion bill, research shows it was worth brands throwing their weight behind this year’s Olympic Games
Against the odds, and despite the ongoing Covid-19 pandemic as well as mass disapproval among the Japanese public, the Tokyo Olympic games were delivered. But at what cost?
In a purely financial sense, it cost $20 billion to hold the event, making it the most expensive games in history. Part of this can be chalked up to the considerable expense of postponing it for a year, but much of the outlay was sunk into infrastructure...
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