Recently, according to the authoritative British media “The Times”, the Japanese government has privately concluded that the Tokyo Olympics will have to be canceled due to the impact of the new crown epidemic. The current focus is to ensure that Tokyo can host the Olympic Games in 2032!
Due to the recent deterioration of the COVID-19 epidemic situation in Japan, there are increasing voices in Japan and abroad doubting that the Tokyo Olympics will not be held as scheduled in July.
Experts say there seems to be a problem with the fate of the Tokyo Olympics, which could have a major impact on the sporting goods industry.
“Gamble”! Nike and ASICS may suffer heavy losses if the Tokyo Olympics is canceled
ASICS has high hopes for the Tokyo Olympics. It can even be regarded as a “big gamble”.
As a local sports brand in Japan, ASICS has paid over 100 million U.S. dollars a few years ago to become a gold partner of the Tokyo Olympic Organizing Committee.
In 2015, the company’s five-year development plan has set a huge performance goal for the 2020 Olympic year – global sales reaching 750 billion yen (equivalent to RMB 49.7 billion). Even at the beginning of this year, due to the impact of the new crown epidemic, news began to circulate that the Tokyo Olympics would be postponed or even canceled. ASICS was still unswervingly developing a series of Olympic products.
However, the Tokyo Olympics was finally postponed to 2021, which greatly reduced ASICS’ performance targets. In its previous financial report, ASICS said it expected full-year sales to increase by approximately 5.8% year-on-year to 400 billion yen, a decrease of nearly half compared with the 750 billion yen target set five years ago.
Marc Beckman, CEO of DMA United Advertising, said that if the competition was canceled directly, the impact would be “astronomical.” “Economically speaking, the adverse financial impact will start with sponsor Asics and then extend down to include all sponsored brands (e.g., Nike and Oakley USA), even impacting individual athletes in some cases,” he said.
Matt Powell, senior sports industry advisor at NPD Group, said: “Without the Olympics, brands will have to come up with other ways to bring new products to market. ”
The Japanese government denies rumors that the Tokyo Olympics may be cancelled
Japan’s Chief Cabinet Secretary and government spokesman Kato Katsunobu said on the 17th that all parties in Japan are working on preparing for the Tokyo Olympics, refuting recent rumors that the Olympics may not be held. rumors.
Kato Katsunobu made the above statement when participating in a Fuji TV program that day. He said: “We have decided on the venues and schedule (for the Tokyo Olympics), and all relevant personnel are preparing for the hosting of the Olympics. This also includes preparations for epidemic control. ”
However, although the Japanese government strongly denies it, there is still great uncertainty as to whether it can really be held as scheduled.</p
