Tokyo 2020: with no spectators, local sponsors lose out

By Seth I. Kirby, Lecturer in Sport and Leisure Management, Nottingham Trent University

After much deliberation over whether spectators would be allowed, a new COVID-19 state of emergency in Japan sealed the deal: this year’s Olympic Games will have no domestic or foreign spectators. Despite this, the Tokyo 2020 organising committee is going full steam ahead to deliver the delayed games later this month.

A lack of spectators will undeniably change the atmosphere of the games for athletes, but there is an economic cost too…

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