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View all search resultsSponsors of unpopular Tokyo 2020 face branding dilemma
Experts warn Games have become losing proposition for sponsors
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T
op Japanese Olympic sponsors are skipping the opening ceremony and scaling back their advertising ambitions as deep public opposition renders the Tokyo Games a "toxic" proposition.
Auto giant Toyota said this week its executives will not attend Friday's ceremony after the public was barred over infection fears.
Fewer than 1,000 Olympic officials and VIPs including sponsors are expected to be allowed into the stands.
But firms have lined up to make clear that their executives won't be among them.
Panasonic, Bridgestone, Fujitsu and tech group NEC, all Tokyo 2020 sponsors, told AFP their top brass will skip the opening.
Toyota also said Monday it had scrapped plans to run an Olympic-linked campaign in Japan, where opinion polls have consistently revealed public antipathy to holding the virus-postponed Games this summer.
"It is turning into an Olympics that cannot get understanding [from the public] in various ways," Toyota's operating officer Jun Nagata said earlier this week.
