Japan: Suntory CEO says Tokyo Olympics economic losses without fans will be huge
Instead of signing on as an official sponsor, Suntory chalked out another route to increase its visibility during the Games, which start this Friday, July 23: the Tokyo-based company planned to tie up with restaurants and bars around the sporting venues to promote its drinks, and open several establishments to serve its products exclusively, BollyInside reported on July 22.
We thought of being an Olympic partner but the economics didnt match up, said the chief of the Japanese beverage giant, which is home to brands such as Orangina and Jim Beam bourbon.
The recent decision by organizers to bar spectators from the Games Tokyo venues over public health concerns scrapped those plans.
I thought that this occasion would be very much a showcase for us, Niinami said in Tokyo. I expected a lot of spectators from abroad to visit.
The economic losses will be enormous, said Niinami, estimating that Japanese businesses could have enjoyed a roughly 10% hike in sales had fans been allowed.
Having no domestic spectators could cost Japans economy 146.8 billion yen ($1.3 billion), according to an estimate by Takahide Kiuchi, an economist at the Nomura Research Institute.
He noted in a June report that much of the expected economic benefit from the Tokyo Games vanished in March, when it was decided to ban foreign spectators from traveling to Japan a move Kiuchi projected had already caused economic losses of $1.4 billion.
This is the time [when] we have to think about: what is the value of the Olympics? said Niinami. I think the Olympics have been losing [their] value.
The Tokyo Games have been hugely controversial, with countless protests to cancel the event and thousands of volunteers pulling out. Despite Niinamis close ties to the Japanese government he is an economic adviser to Prime Minister Yoshihide Suga the executive doesnt shy away from criticizing it. I dont know why the Games were not delayed, he said, noting Japans lagging vaccine rollout and Tokyos ongoing heat wave. [They] should be postponed at least two months.
This month, Japan confirmed the Olympics would be held under a state of emergency due to the coronavirus pandemic.
That news was a blow to those, like Suntory, whod been banking on an uptick in consumer spending. So far, more than 60 Japanese businesses have spent a record high of $3 billion on this years Olympics and now many of them are concerned about the return on investment.
Asked whether he thought the Olympics could still provide a boost for Japanese companies this summer, Niinami said: More and more, I dont think so.
Some businesses have had to significantly reconsider their involvement.
Akio Shinya, managing director of Tokyo Skytree, the worlds tallest broadcasting tower, told CNN Business that his company had deliberated last year whether we should become a sponsor under this circumstance.
Though it later decided to commit, it has since been forced to call off various events, including a torch relay on the skyscrapers viewing platform intended to boost the mood for the Olympics.
Nearly 80% of people in Japan say the Olympics should not go ahead, according to an Ipsos Mori survey released last week. Companies have been mindful of these sensitivities. This week, Toyota (TM), one of the Games biggest sponsors, said it would not release ads related to the event in Japan, choosing instead to run regular commercials.
Because of Covid, its not the right time, said Shinya. There wasnt a mood to hold such a fancy festival.
Michael Payne, former head of marketing at the International Olympic Committee, acknowledged the uphill battle for businesses. Theres no point in sugarcoating. You know, this is not an ideal situation, he said.
According to the automakers North American division, the decision was made out of consideration of the Covid-19 situation in the country.
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