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Companies fear consumer backlash for linking their brand to a controversial event during the pandemic. cnn s selena wang reports from tokyo. reporter: the olympics. normally a golden opportunity to boost corporate image. but this year, the fear is brand damage because of intense opposition to the games in japan. after japanese sponsors spent a record of more than $3 billion to be associated with the five rings, covid-19 cases are surging. spectators largely banned. while the japanese public, just 20% of them fully vaccinated, are urged to stay at home during the games. sponsor plans are falling flat. i m at the top of tokyo psychiatry, the world s tallest broadcasting tower. it s one of many japanese olympic sponsors that have had to cancel or scale back promotions tied to the games. we were planning to hold events to boost the mood for the olympics, but because of covid, it s not the right time to hold ....
Normally a golden opportunity to boost corporate image. but this year, the fear is brand damage because of intense opposition to the games in a japan. after japanese sponsors spent a record of more than $3 billion to be associated with the five rings, covid-19 cases are surging, spectators largely banned, while the japanese public just 20% of them fully vaccinated are urged to stay at home during the games. sponsor plans are falling flat. i m at the top of tokyo sky tree, the tallest broadcasting tower in the world, one of many olympic sponsors that had to cancel or scale back promotional events tied to the games. we were planning to hold events to boost the mood for the olympics but because of covid it s not the right time to have a festival. we ve canceled events and torch relay through our viewing spot. toyota is not airing olympic related tv commercials. ....
Public just 20% of them fully vaccinated are urged to stay at home during the games. sponsor plans are falling flat. i m at the top of the tallest broadcasting tower, one of many japanese olympic sponsors that have had to cancel or scale back promotional events tied to the games. reporter: we were planning to hold events to boost the mood, but because of covid, it is not the right time to hold a festival, he tells me. we ve canceled events, viewing site and torch relay through our viewing spot. toyota, a top olympic sponsor, is not airing olympic related tv commercials. the editorial board of another sponsor called for cancellation in may. there is little olympic spirit in the host city. tokyo is in a state of emergency and alcohol is banned from v restaurants. xi of ceo of a beverage maker says the economic loss will be enormous. ....