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Beijing 2022 | Sponsorship activations disrupted but tech firms add dynamism

People walk by a countdown clock for the Beijing 2022 Olympic Winter Games at the Wangfujing Street on February 4, 2021 in Beijing, China. (Photo by VCG/VCG via Getty Images)

  • Tokyo postponement has hampered Beijing 2022 activations 
  • But domestic sponsor roster includes some intriguing new tech entrants
  • Alibaba says it is “pulling out all the stops” for the Winter Olympics
The pandemic has taken the wind out of the sails of what should have been an extraordinary couple of years for Olympics-related sponsorship and sports marketing in Asia. A Tokyo Olympics that set records for its domestic sponsorship sales should have finished six months ago, leaving a buzzing, reinvigorated Japanese sports sponsorship sector in its wake. Activations for Beijing 2022 should have now been underway, building excitement for an event that promises to lay the foundations for a vast new winter sports market.

Tokyo is set to go ahead amid a still-gloomy pandemic picture and a wary Japanese public. Sponsorship activation has been muted, with brands reading the room and declining to make much noise about their associations.

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