65% of Olympic sponsor companies extend contract "Undecided" Concerned about new Corona

65% of Olympic sponsor companies extend contract "Undecided" Concerned about new corona June 11 19:06

Regarding the Tokyo Olympics and Paralympics that were postponed next year, NHK conducted a questionnaire survey with sponsor companies that support the Games, and 65% of the companies said that they have not decided whether to extend the contract. In the questionnaire, there were many voices concerned about the new coronavirus infectious disease, such as "It is a premise that the "health and safety" of everyone involved in the event is guaranteed".

Last month, NHK conducted a questionnaire survey of 78 sponsor companies that contracted with the Tokyo Organizing Committee, which were postponed, and received responses from 57 companies.

Since the contract period of the sponsor company was scheduled to be held until the end of December, I asked first whether to extend the contract by postponing the competition.

Then, 12% of companies answered that they would “extend” the contract, and 65% of companies answered that they have “not decided” whether to extend the contract, saying that they have not yet discussed concretely with the Organizing Committee. ..

The impact of the new coronavirus on the business performance of companies is 68%, saying that it is "deteriorated". A total of 14% said that many companies declined to respond.

On the other hand, according to the opinions of the sponsor company, it is essential that "health and safety" of all people involved in the tournament be guaranteed. "It is essential that an environment where people can participate and watch the game with peace of mind is in place. There are 16 companies that demand safety and security, such as "Protecting the safety of the lives and health of athletes and people all over the world is a top priority," and many were concerned about the new coronavirus infection.

Some of them said, "There are almost three sponsor events before and during the tournament, and there is a risk of infecting people." There is a possibility that the tournament will be canceled, so we have to be careful about the additional burden,” some companies said.

In addition, a company with a policy of extending the contract said, "It is reported that there will be no postponement of the tournament and I am worried that it will be canceled. It is almost the same for the industry even if there are no spectator games", next year It has also become clear that some companies are worried about holding the event.

While many sponsor companies say they haven't decided whether to extend the contract, whether the organizing committee can clearly show countermeasures against infectious diseases in the new tournament plan will help companies continue their sponsorship activities. It is likely to be an important judgment factor.

What is a sponsor company?

The Olympic and Paralympic sponsoring companies are those that target IOC = International Olympic Committee and IPC = International Paralympic Committee, and that target activities around the world, and that the Games Organizing Committee contracts. It is divided into those targeted for domestic activities only.

Of these, there are 78 sponsor companies that the Organizing Committee of the Tokyo Convention has a contract with, and the convention was scheduled to be held during the contract period, and by the end of December, by paying a sponsorship fee as a sponsor fee, You can use the emblem to advertise or advertise.

In addition, there are three ranks depending on the amount of sponsorship and activities.
▽The amount of sponsorship is the highest rank, about 15 billion yen per company,
▽ the second rank is several billion yen,
▽3 The second rank is said to be around 1 billion yen, and the
amount varies depending on the content of individual contracts.

The sponsorship proceeds will be used for the operation of the tournament, and the Organizing Committee has budgeted for December last year, 348 billion yen, which accounts for 50% or more of the 630 billion yen revenue of the Organizing Committee. As for, it is expected to be the most compared to the past competitions.

Expert "Organization committee sends information on infection prevention measures to safe competition"

Yoshihiro Oishi, a professor of business management at Meiji University who is familiar with corporate marketing, said, ``Companies who want to extend the sponsorship contract at the moment believe that maintaining their will to support the competition in a difficult business environment will raise their reputation and lead to brand building. On the other hand, companies that have not decided, if they compare their risk with whether the competition can be done next year and their return and think that it is rather negative, there is a possibility that it will come down unfortunately." I will.

Then, as the criteria for the sponsor companies, I mentioned the situation of the new coronavirus around September this year, the forecast of financial results for each company that will be visible at the same time this year, and the infection prevention measures of the Organizing Committee.

Professor Oishi said, “If a cluster occurs at the competition, the company's promotion effect will be negative, and it is the most scary thing as a sponsor. If the organizing committee does not continue to send out what it is thinking for a safe competition, the sponsor Companies will become skeptical," he pointed out the need for information dissemination by the Organizing Committee.