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Three major Japanese corporations have not renewed their sponsorship relationships with the Olympic and Paralympic Games. According to experts, this change is caused by changing advertising patterns and the reputational hazards linked to the Games' previous problems.
Panasonic, Toyota Motor Corp, and Bridgestone decided not to renew their sponsorship deals with the International Olympic Committee. Although the IOC will take a financial hit from the companies’ decisions, it could open new opportunities for their direct competitors.
Do you think the Games still have commercial appeal?
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