What could have happened?
Below I expose the 6 most critical points that I consider affected the Olympic Games of this 2021 and that are relevant for marketers:
1. Covid- We are still at the height of a pandemic, the findings of the Delta and Gamma variants have led several countries to close borders again to prevent the spread. Even two members of the Ugandan team have already been detected with the Delta variant. However, the show must go on, even putting members from all the countries involved at risk. On the other hand, it seems that if Japan decided to cancel the Olympics for this, they would owe the International Olympic Committee around $ 30 billion.
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2. Streams – With Netflix, Amazon Prime, Disney +, HBOMax and more, who needs another expensive cable subscription? Now we can broadcast just about anything we want, at any time, as a society we have evolved beyond the need for cable television. América Móvil with Marca Claro and Claro Sports continue to own the broadcasting rights of the Olympic Games in Latin America, but what would have happened if they had known how to associate with someone more respectable, such as HBOMax, which brought together 2.3 million viewers to the 1985 Wonder Woman premiere, perhaps they could have gathered a wider clientele to see them.
3. Simone Biles – The gymnast calls for a mental health day as the world watches. Simone Biles takes a prescription drug for her ADHD on a daily basis, Ritalin, which is illegal in Japan. Biles applied for a “Yakkan Shoumei”, (an “important certificate”), and was allowed to take his medications in Japan. But this call opened a global discussion on the mental health of athletes and subsequently removed the best gymnast in the world from the game, which could also cause a decrease in the audience.
4. No live viewers – This ties into number one, we are still in the midst of the pandemic and want to reduce the spread, but this should only positively affect the box office figures here. If people aren’t at the Olympics, shouldn’t those same people at least be tuning in at home? The hustle and bustle of the live audience at the Olympics is almost half the fun, so we understand why people might be less interested.
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5. Politics – Today everything is political, with Covid and the state of the world is to be expected. There are protests in Japan about the organization of the event in the first place. The Japanese government is cutting off the speeches of athletes who get too political, but the driving force here is that everyone watches the Olympics. Not allowing athletes to make viewers feel their position other than holding the audience away.
6. Corruption – From the hand of the previous point, we sadly see how more people in long pants than athletes travel to Tokyo and we also see how athletes are nationalized who have little or no love for the shirt and as soon as they wear the uniform they throw it away. trash or enroll athletes in tests that are not qualified by “commitment” and a long list of actions that only denote zero knowledge and interest of the authorities with the sport and that will make the lowest harvest of medals in history.
Well what does this mean for marketers?
As a marketer, if you plan to help organize an event, consider the political arena in which it is happening.
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Our biggest problem with this event is that we are still in the middle of a global pandemic. It’s affecting everything from ticket sales to the event itself, and even to the athletes’ mental health. An event that was once a great success in all fields, now it is held by a thread to gain an audience.
Consider the channels in which it will be played, most people have completely given up on traditional media, if this is the main platform for your event, are you sure it will be a success?
Despite the above, I see channels that continue to presume that they have the best audience, but if it is compared to the previous event, can we still consider it a success? If not, consider evaluating other platforms.
Marketers can take advantage of this event and learn from COI mistakes and act on it.
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Contact:
Twitter: @CesarEnriquez
The opinions expressed are solely the responsibility of their authors and are completely independent of the position and editorial line of Forbes Mexico.