By: Derek Mahler
Many avid sports fans refer to the period between February and June as the best time of the year. The Super Bowl, March Madness, The Masters, the MLB & NHL kicking off, the NBA Playoffs - it’s an electric few months. After June, however, comes the summer dog days, in which the only consistent sport to watch is the MLB regular season. There’s an exception every 4 years, though, and thanks to a year-long COVID delay, we’re finally getting it. The Summer Olympics.
The real beauty of the Olympics is what makes it stand out from nearly every sports league in the world - it’s all inclusive. The cream of the crop from every nation compete for the title of the best in the world. How will the circumstances of the Tokyo Summer Olympics differ due to COVID?
While many people - 70-80% of Japan’s population, to be specific - think it should be postponed further, the Games are to be held July 23rd to August 8th. Let’s be realistic - there was no way the Olympic Committee was going to miss out on the billions in television money revenue. There will still be lost revenue, however, as international fans will not be allowed to travel to Japan for the Games.
Another big difference this year is the lack of two certain Olympian legends - Usain Bolt and Michael Phelps. Both have retired, but there are plenty of up-and-coming stars that will soon become household names. Simone Biles is arguably one already. Katie Ledecky, Ryan Lochte, and Allyson Felix are up there as well. Distinction athletes Kelsey Robinson, Curtis Mitchell, Danny Valencia, Kaylin Whitney, and Tameka Jameson are all currently training for the Games.
The Summer Olympics are, without a doubt, one of the most anticipated sporting events in the world. The 2016 Games in Rio de Janiero drew in a whopping 3.6 BILLION viewers - a figure that is certain to leave brands and advertisers licking their chops. The Olympics provides one of the greatest opportunities in sports for companies to market themselves. Corporate sponsorships have always been a mainstay of the Games, and this year will be no different. Brands still have the golden opportunity to partner with athletes, and these highly anticipated Games (after a year-long postponement) will provide companies with an unbelievably valuable chance to do so.
While we’re certainly used to the different vibe of COVID-affected sports events at this point, the Olympics will be interesting to witness. We will, no doubt, still be treated to the incredible talent that the best of the world has to offer.