The Tokyo Olympics start on Friday 23 July, but the harsh protests from the Japanese, who do not want the Games, are causing the sponsors to flee
Those of Tokyo 2021 they will be very special Olympics, taking place in absolutely unprecedented conditions. Closed doors, no entry by tourists – and goodbye to all the related activities they would have brought – and finally foreign delegations that have been recording positive cases for a few days. The fear is that this will contribute to worsening a health situation that is already quite difficult for internal reasons.
The persistence of the International Olympic Committee in holding the Games, already postponed for a year due to Covid-19, has led many Japanese to express their opposition in the streets.
For this reason, some important sponsors have preferred to withdraw their support from the sporting event, to avoid that their brand is combined with an event that, from being fascinating, risks becoming cloaked in a negative aura.
Toyota – one of the main sponsors of the Games – has announced that it no longer intends to broadcast advertising videos in Japan, and its president, Akio Toyoda, will not participate in the opening ceremony.
The step back of the car manufacturer follows that of the famous beer Ashai, but the organizers certainly cannot consider it a bolt from the blue: already in recent weeks as many as 47 partner companies had requested a further postponement of the Olympics, if not complete cancellation, not to disappoint 80% of the Japanese who see this event as smoke and mirrors.
And having invested the beauty of three billion dollars (this is the total outlay) to do negative publicity it would be too awkward an own goal even for parish football. Let alone for the highest level of world sport.