Some of the IOC's 14 global sponsors -- including Toyota and Visa -- have "developed Olympics ads and social media activity that reflects the current coronavirus situation, while others, like Coca-Cola, have simply postponed," according to Lara O'Reilly of DIGIDAY. Sponsors "spend upwards" of $100M for a four-year stint in the TOP program. With much of that cost "already sunk, some marketers are seeing a benefit in proudly trumpeting their Olympic partner status." However, sources indicated that ad spending will "understandably be minimal versus if the Games had taken place" in '20. O'Reilly noted Toyota in April "launched the first iteration of its adapted 2020 Olympics ad campaign in Europe." Other Olympic marketing activity of late has "focused on the athletes" themselves. For example, Visa in March "rolled out social media content created by BBDO New York dubbed 'Do Your Part Like An Olympian.'" Looking ahead, the absence of a '21 branding change for the Games is a "slither of silver lining amid a giant planning headache." By early next year, sponsors and their agencies will be "simultaneously planning and working on two Olympic Games" at the same time: Tokyo '21 and Beijing '22. Visa "tends to plan events with long lead times -- it was already in discussions" for the '24 Paris Games pre-coronavirus -- but this crisis has "emphasized the importance of alternative scenario planning" (DIGIDAY.com, 5/19).
