What is the purpose to be a Olympics game sponsor?

Generally speaking, there is few opportunity to explain the function of products or services at Olympics. The sponsors expect to enhance their brand images to public.

Regarding a brand image, the consumers are shifting to value the products to the spirit of the companies. Especially the responsibilities to social and environmental issues. This is the reason why a lot of companies to support to achieve the sustainable development goals(SDGs).

Tokyo, the host city of the Olympic game is still struggling to deal with COVID-19 and around 80% of Japanese people are against holding the game event. However, the International Olympic Committee forces to do this event.

What is the purpose of Olympic game?

According to the Bureau of Olympic and Paralympic Games Tokyo 2020 Preparation, the purpose is as follows;

“The ultimate goals are to cultivate human beings, through sport, and contribute to world peace.”

Under the current situation, it looks like very difficult to achieve the goals.

What should the sponsors do now as effective marketing to show their spirits to the public?