Tokyo 2020

In February 2021, Toyota USA leveraged its Tokyo 2020 Olympic and Paralympic rights through a Super Bowl LV campaign starring 13-time Paralympic medallist Jessica Long.

When the Tokyo Olympics were postponed in March 2020, COC retail and apparel partner Hudson’s Bay Company pivoted its 2020 Olympic Collection activation into an integrated ‘Canada Day Games’ campaign.

AFA Sports has been named as the official apparel provider for the Nigerian team at the upcoming Olympics in Tokyo, becoming the first indigenous African apparel brand to feature at the Games

Nissin Foods, the official Noodle partner of Tokyo 2020, ran an early 2020 regional television and social campaign that aimed to break down the perceived Games-related divide between host city Tokyo and the rest of the country.

P&G beauty brand SK-II reacted to the pandemic-enforced delay of the 2020 Tokyo Olympics by pivoting to a tactical, social-first campaign targeting young Japanese women and fronted by swimmer Rikako Ikee.

The organising committee of the Tokyo 2020 Olympic and Paralympic Games has reached a “basic agreement” with all 68 domestic sponsors to extend their contracts and support the delayed Games.

International Paralympic Committee (IPC) sponsors Airbnb, Asics and Panasonic have pledged their support for a newly-announced refugee team that will compete at next year’s rescheduled Paralympic Games i…

British Rowing has extended its contract with global analytics partner SAS. The deal will now run until December 2021, meaning it will cover the rescheduled 2021 Olympic Games and Paralympics in Tokyo

The International Olympic Committee has questioned the validity of a study from Oxford University that criticised the organisation for its failure to address hosting cost overruns

Indian conglomerate Inox Group has signed as the official sponsor of the Indian Olympic team for the rescheduled Tokyo 2020 Olympic Games

Swiss sports retailer Ochsner Sport has extended its premium partnership with Swiss Olympic, the National Olympic Committee representing Switzerland, until after the 2028 Olympic Games in Los Angeles

Olympic sponsors have rallied around the cause of athletes in response to the postponement of Tokyo 2020 with at least four brands creating new athlete-focused programmes

Japanese marketing giant Dentsu Group has withdrawn its earnings guidance for 2020 and is looking to make a 7-per-cent cut in global costs this year, as Covid-19 starts to affect its financial results

Athletes organisation Global Athlete has urged sponsors to keep up payments to Olympic athletes through the Games in 2021

UK-based civil engineering company Sir Robert McAlpine has agreed a deal to sponsor the ParalympicsGB governing body ahead of this year’s Paralympic Games in Tokyo.

Australian financial services company Westpac has agreed a deal to become the official banking partner of the Australian Olympic team

Confectionery brand Cadbury Australia has become an official partner of the Australian Olympic and Paralympic teams for Tokyo 2020