The only sure bet about the 2020 Summer Olympics in Tokyo is uncertainty about what happens next. Normally, brands would plan for many years and months to build out their highly visible and expensive sponsorship deals and they could count with fair expectation the steps of the process and the results. This year, the process for brands to engage, and athlete participation, are consistently in question. Even a surefire bet like Simone Biles turned out not to be a slam dunk.