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Ex-Olympics Marketer: Rescheduling a 'Mind-boggling Complex' Task

Michael Payne, the former head of the marketing division of the International Olympic Committee, says the IOC has an immensely difficult task ahead as it seeks to reschedule the Olympics. The challenges include marketing challenges, public health challenges, coordination with sponsors and dealing with governmental concerns. So reports Japan Today.

blue 81847 640small"It is mind-boggling complex to make a sudden change after seven years of preparation for the biggest sporting event in the world," Payne said. "The IOC have been with increasing urgency looking to fall back on Plan B. The IOC remit allows them legally to cancel the Games unilaterally. Cancelling the Games though is not an option so to postpone the Games, you have to have your delivery partner (Japan) on board."

He says the Japanese government has been holding out hope it could still host the Games in July because cancelling would cause a loss of face and political capital for Japanese Prime Minister Shinzo Abe. However, Japan was forced to reschedule the Games because, regardless of Japan’s readiness, the rest of the world can’t get there now with the coronavirus spread.

Read the full article from Japan Today.

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