As unpredictable Olympics loom, Japan's sponsors struggle to adapt

Many sponsors are uncertain how to proceed with advertising campaigns or marketing events

With less than two months left until the start of the Tokyo Olympic Games, Japan’s Asahi Breweries still doesn't know whether fans will be allowed into stadiums to buy its beer.
 
Japan has scaled back its Olympic plans amid the Covid-19 pandemic and a slow vaccine rollout. Now, foreign spectators won’t be allowed in the country and organisers have yet to decide how many domestic spectators, if any, can attend.
 
Over 60 Japanese firms together paid a record of more than $3 billion to sponsor the Tokyo Games, an event most Japanese now want cancelled or delayed again.