Winter Olympics (Beijing Winter Olympic) – Post Event Analysis

Pages: 17 Published: February 28, 2022 Report Code: GDUKSPC91196

The 2022 Winter Olympics took place in Beijing over a two-and-a-half-week period at the start of February. It was the second IOC event to take place during the pandemic following the delayed Summer Games in Tokyo. Traditionally the Winter Olympics tends to be a more low-key affair in terms of event impact and popularity, with fewer events, athletes, and medals up for grabs. Added to this the specific conditions that are required for a nation to thrive in winter sports, mean fewer nations are represented, therefore appealing to fewer sports fans around the world, as North American and European nations across Scandinavia and Alpine regions are most represented at the top end of the medal table.

The second International Olympic Committee event held in as many years in pandemic conditions meant no outside spectators were allowed to the Beijing 2022 Winter Olympic Games. This along with the human rights controversy that followed the host nation in the build-up to the Games, meant the Games took place in conditions that weren’t favorable for viewing, with traditional coverage at NBC, the BBC, and other broadcasters down on Pyeongchang 2018.

The Beijing Winter Olympics post-event analysis report highlights viewing figure comparisons between Beijing 2022, Pyeongchang 2018, and the delayed Summer Games in Tokyo 2021. Moreover, it provides data surrounding the Covid-19 pandemic and highlights the event’s impact on the case numbers in the city of Beijing.

What was the impact of COVID-19 on the Beijing Winter Olympics?

China has been pursuing a strict zero COVID policy which has kept cases lower compared to many other countries, with Beijing participants required to test daily, while tickets were not sold for events at the Games. Other measures included pre-travel testing, arrival testing, mandated mask-wearing, and enforced social distancing.

Great efforts were made to ensure the Omicron strain of the virus was kept out of the city and the athlete village. Dr. Brian McCloskey, chair of the Beijing 2022 Medical Expert Panel suggested that extra sensitive PCR tests would contribute to providing accurate results to ensure isolation procedures would be best followed.

Cases fell in Beijing before the Games, but there has been a spike since, suggesting the possibility of some spread due to the influx of athletes and support staff. However, with a 7-day case average in single figures, cases remain low.

What was the sponsorship outlook of the Beijing Winter Olympics?

The Games in 2022 were clouded by human rights abuse allegations, with China coming under increased international scrutiny for its persecution of minorities. As such, TOP sponsors, who have paid hundreds of millions of dollars for the exclusive position as a main Olympic sponsor, were keen to distance themselves from the event, despite their large sponsorship fees.

Only four of the 13 TOP sponsors used Olympic-themed advertising across all four of their traditional social media channels, with Bridgestone, Omega, Samsung, and Toyota putting more effort into their Olympic partnerships than other brands. The political scrutiny from the West is likely to have put off European and American brands from Beijing 2022, with only Swiss watchmaker Omega using all platforms, while three Japanese brands were happy to fully utilize their digital marketing.

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The report covers the buildup, backdrop, and impact of the Winter Olympic Games. The report looks at the event’s impact on the COVID-19 situation in the city of Beijing, while also tracking the marketing activities of the IOC’s TOP sponsors in the build-up to the Games, using the latest intelligence from GlobalData Sport’s sports advertising database.

Key Highlights

Highlights include viewing figure comparisons between Beijing 2022, Pyeongchang 2018 and the delayed Summer Games in Tokyo 2021. Data surrounding the Covid-19 pandemic also highlights the event’s impact on the case numbers in the city of Beijing.

Reasons to Buy

Readers will understand the commercial and viewing popularity of the Games, which sees data surrounding viewing data for traditional TV coverage and streaming services. GlobalData Sport’s ads database also highlights the limited activity of TOP Sponsors in the buildup to the 2022 Winter Olympics.

Key Players

IOC, NBC, CBC, Discovery, Eurosport, BBC, Panasonic, Omega, Bridgestone

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