The Olympics finally got underway today in Tokyo with a bizarre four-hour extravaganza. Celebratory but subdued. Viewed worldwide but in a stadium filled with empty seats. Compelling potential stories but general apathy in the host country. Within the shadow of the COVID-19 pandemic, and amidst massive social upheaval, these Games promise to be unlike any other.
As you reach for the remote, we give you a primer on the next fortnight – the good, the bad, the questions about it all, and the implications for marketers.
Here are our picks of the week.
If it seems odd to be celebrating the best of 2020’s athleticism in 2021, well…strap in, because it’s going to be a wild and unpredictable ride.
Though some competition has already begun, the Tokyo Olympic Games officially, finally get underway Friday night with the Opening Ceremony.
The scenes were memorable, but not in the way host city Tokyo imagined.
These U.S. athletes will be looking to take gold at the games.
In the middle of the night nearly two years ago, construction crews gathered near Senso-ji, Tokyo’s oldest Buddhist temple and a popular tourist site.
New York Times
Companies have spent more than $1 billion on ads timed to the Tokyo Games, which will take place in empty arenas as the pandemic lingers.
Wall Street Journal
Host nation expected an economic windfall and global recognition. But amid pandemic, a disgruntled populace just wants it all to go away.
Since the modern Olympic Games began 125 years ago, they’ve never been just a sporting event. They’re a pageant the entire world tunes into, full of parades, music, even costumes.
The Drum quizzes sports marketers navigating this very crisis.
The Olympics are no longer compatible with modern, sustainable development. Even the IOC recognizes this.
The lingering pandemic, divided public sentiment and the organizer’s rules are hurdles for marketers
From the moment it became clear last year that an unprecedented pandemic would threaten the Tokyo Olympics, organizers seemed to bungle their messaging time and time again.
On November 25, 1892, Pierre de Coubertin, founder of the modern Olympics, learned the hard way that it really is the taking part that counts.