SportsPro editor at large Eoin Connolly and deputy editor Sam Carp are joined by Ricardo Fort, founder of the Sport By Fort consultancy and former global head of sponsorship at Coca-Cola, to look ahead to the Tokyo 2020 Olympic Games.
They discuss the reported apprehension around the host city as athletes and media arrive before the opening ceremony, whether the story of the event can escape the shadow of Covid-19, and how activities for partners will have been adapted.
They also consider what value the Olympics holds for brands, reflect on Toyota’s decision not to promote its Games sponsorship within Japan, and ask how the movement’s message can be taken forward – and whether it is fans and Olympians who are best placed to do that.
There’s also time for a brief dip into the pages of Issue 114 of SportsPro magazine, which is available this week.
