In this article, Hookit explains how brands can best capitalise on partnerships with athletes around this summer’s Tokyo 2020 Olympic and Paralympic Games.

Many factors will make the Tokyo 2020 Olympics this summer look a lot different than previous Games, including the lack of international fans, an adjustment of Rule 40 that allows additional brand promotion by athletes during the event, and, of course, the one-year delay, which has pushed the Games to within eight months of the 2022 Winter Olympics in Beijing.

These factors combined put brands in an opportunistic position to capitalise on their partnerships with Olympic athletes like never before. The question is: with around 11,000 athletes expected to compete representing hundreds of countries across dozens of sports, how can brands find the best partners?

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