Adjournment Tokyo Olympics have limited impact on marketing Beijing 2022: analysts


The postponement of the 2020 Tokyo Olympics for a year has raised concerns about a marketing period reduced for Beijing 2022 Olympic Winter Games, but analysts said the impact will be limited.

The 2020 Tokyo Olympic Games, including sponsorship revenue exceeded $ 3.1 billion, has been rescheduled to be held from July 23 to August 8, 2021 due to the pandemic Covid-19, which shortens Olympic marketing period for the winter Olympic Games in Beijing – to be held in February 2022 – a year.

Ren Hai, a professor at the Olympic pursuit of Beijing Sport University Center, told the Global Times Tuesday that the impact on the marketing of Winter Olympics will be limited.

“There will becourse an impact, but I think the impact will be limited, as the Summer Olympics and Winter Olympics are different in terms of sports and disciplines “, has Ren said. “Historically, two different Olympics were welcomed very close. ”

Ren was referring to the period from 1924 to 1992, when both winter and summer Olympic Games held the same year.

Beijing 2022 Organizing Committee has made no comment on the matter when reached by the Global Times Tuesday.

in a report of Xinhua News Agency on March 26 an anonymous spokesman for Beijing 2022 Organizing Committee said it would “assess carefully the impact of the delay of Tokyo Olympics on Beijing Olympics winter. ”

He Wenyi, executive director of the China Institute for Sport Value, Peking University, said the reason for the limited impact on the Olympic marketing hiverest Games that China has relatively few winter sports stars.

“We have not so much winter sports stars like we do in the Summer Olympic Games,” he told the Global Times. “The stars are at the heart of sports marketing. ”

China won 224 gold medals at the Summer Olympics since 1980, against only 13 champions in the Winter Games. The last Winter Olympics in Pyeongchang, South Korea, China saw the bag a single gold medal in short track speed skating.

Sports Summer Olympics are popularChina while winter sports are not yet enjoy the same kind of popularity, although the country has promised to 300 million people to participate in winter sports by the year 2022, he noted .

“But the promotional events of Beijing 2022 are unlikely to be strongly affected, as novel coronavirus epidemic is under control in China”, he said, adding the spread of the virus could lead to a change in how sports sponsorship is done in the world.

the postponement Tokyo Olympics has already had an impact on other sports activities to be held in China, as the world university Games summer 2021 had to be delayed for two days of August 16-27 to 18-29 in August next year. the nouvelle date is just 10 days after the end of the Tokyo Olympics newly redeveloped.

the quadrennial National Games, to be held in Shaanxi Province, northwest China in August 2021, is also likely to be postponed, as the event is seen as an opportunity to discover the new generation of China’s elite athletes for the next Olympic Games.

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