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linkedin Despite having secured long-term contracts involving multiple Olympics events, brand sponsors face an uncertain few months leading up to the still-expected opening of the Summer Games in Japan later this year. While the Japanese government seems obdurate in its plan to proceed, the threat of Covid spikes, stuttering vaccination plans and the possibility of barring fans (completely or just overseas attendees) will see brand leaders rushing back to the drawing board to reconsider their plans, according to industry experts. The Olympics is a global event, not reliant on local attendees to keep its stature aloft. The last event, held in Rio Di Janeiro, saw some 5 billion people people tuning in, compared with 6.2 million tickets sold on-ground, and sponsors spent more than $848 million for the event. The rise of social media and streaming video services have only widened the interest in the games across the world.