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

‘The truth is that the Olympics does not need fans to be commercially viable, as more than 90 per cent of revenues come from the sale of broadcast rights and sponsorship.’ Picture: Getty

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 ...