Sponsors also turn away from Tokyo Olympics... successive notifications of absence from opening ceremony

[Image source=AP Yonhap News]

[Asia Economy Reporter Naju-seok] Japanese media reported that companies sponsoring the Tokyo Olympics are refusing to attend events such as the opening ceremony. Although sponsors are not classified as general spectators and are allowed to attend the opening ceremony, they are reluctant to participate due to concerns about their corporate image.

According to Japan's Kyodo News on the 20th, following Toyota Motor Corporation, a top-tier sponsor, major Japanese companies such as NTT and NEC have announced that they will not attend the Olympic opening ceremony. Japan Airlines (JAL), which has delayed its position statement, also appears to be leaning towards non-participation.

Initially, the Japanese government and the organizing committee planned to hold the opening and closing ceremonies without spectators, citing COVID-19 prevention measures. However, sponsors are not included in the general spectator category and are therefore allowed to attend.

Although it could be an opportunity for major sponsors to use for promotion, the refusal to attend is analyzed to be driven by concerns that attendance itself could negatively impact their corporate image.

There are also signs of sponsors refusing advertising. Toyota Motor Corporation announced the day before that President Akio Toyoda would not attend and that it would also suspend Olympic-related TV advertisements in Japan.

However, this trend is not universal. NEC, Canon, Nomura Holdings, and others have stated that they will air the TV commercials they have already prepared.

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