*updated* All the marketing moves for the Tokyo Olympics: brands carrying the torch
Olympics special edition: ads, sponsors and ambush marketing
If the 11,000 competitors from more than 200 countries
entice the TV audiences with stellar performances, empty stadiums may be forgiven and forgotten.
However, recovering this brand equity may take decades
If things don’t turn out at their best, the International Olympic Committee may be remembered for putting money first, and athletes and safety second.
NBCUniversal paid more than $1 billion and the decrease in viewership is at 42%
They ran 7,000 hours of games coverage across two broadcast networks, six cable channels and the streaming platform Peacock.
THE PEOPLE
“Let’s have one each” - Barshim and Tamberi decide to share high jump gold
EOR: the team made of refugee athletes from around the world who do not have a country to represent.
Six Polish Olympic swimmers forced to return home after administrative error
Olympians go viral on tikTok for showing behind-the-scenes
Viral brand-featured TikTok posts as we live in an omnichannel world
Olympics opening ceremony director fired over Holocaust joke made in 1998
Paralympians are now paid the same as Olympians for winning medals
What about Tom Daley: olympic gold medallist, national treasure, LGBT icon and non-stop knitter?
I am raffling off my Rainbow Jumper for the Brain Tumour Charity! Enter here to be in with a chance of wining it!Can we please send all the NBC crew home and just let Snoop Dogg and Kevin Hart call everything?
Simone Biles, the greatest gymnast of all time, pulled out of the team finals, advocating for mental health. Her sponsors, including Athleta and Visa, are lauding her decision
Simone Biles cheered on her teammates after withdrawing from the Women’s Gymnastics Team Final ❤️ USA Gymnastics said Biles left because of a “medical issue.” Ultimate teammate 👏
The village's cardboard beds have been an object of cultural fascination at the Tokyo Games amid rumors that they were built to prevent Olympians from having sex.
At 7, Rayssa Leal went viral for skateboarding in a fairy princess dress. At 13, she won an olympic medal. A lawyer registred the “fadinha” brand for her.
100-year-old Olympian Ágnes Keleti will get you inspired
What are athletes from 205 nations shipping to the Games?
(spoiler: slushie machines, 45.000 tea bags and 8.000 porridge pots)
THE SPONSORS
A few brands are calling this the "202One Olympics" or tossing a "1" inside the second zero in 2020
Why the 2021 Olympics are still called the ‘Tokyo 2020’ Olympics
Paid for achievements, rankings, medals and times felt “very transactional”, so major sponsors are losing elite female athletes to smaller, more flexible firms
Toyota won't run Olympics ads in Japan, despite being one of the biggest sponsors, and several sponsors' CEOs skip the opening ceremony
Visa will not hold promotional gatherings and client meetings in Tokyo and will not send any senior executive
Rule 40: now athletes can work with their personal sponsors during the Olympics.
Sponsors “at risk of associating their brand with the most mediocre Olympics that’s ever been held”, although they signed up to associate with one of the stellar sporting events in the world.
With a record of more than 160 openly LGBT+ athletes competing, brands increasingly recognize the appeal of authenticity.
The major fashion brands participating: a lengthy list of heritage and newer
Apparel partnership and the billion-dollar question facing Nike (Team USA), Adidas (UK), Asics (Australia, Japan), Telfar (Liberia) and the rest: how many people will see it?
Which fashion brands are going for gold? Ben Sherman, Ralph Lauren and Lacoste are hoping to benefit from added exposure and a boost in sales
Sponsors pay the IOC for a four-year package, called a quadrennium, costing as much as $300 million, which gives them marketing rights to one summer and one winter Olympics.
How much will a lack of tourists cost Japan?
THE TEAMS
🇵🇹 Portugal is said to be “too ready”
🇧🇷 Brazil’s Havaianas to represent the nation more than soccer and samba
THE TECH
The goal: to salvage 100% of the metals required to make the approximately 5,000 Olympic medals from unwanted electronic devices.
Mr. Robot
MaaS (mobility as a service): Toyota has been deploying its e-Palette electric autonomous vehicles to shuttle athletes and officials
Omega returns for the 29th time, and is responsible for all the timing, scoring and a new technology called “pose detection”, that registers movement and technique, synchronicity and how accurately an athlete hits the marked area.
OFFICIAL ADS AND SOME AMBUSH MARKETING
Super Bock beer choses a favourite sport
Insurance company Tranquilidade takes the gold on protection
While Control suggests condoms for the opening ceremony.
And Delta Q coffee machine recreates the Olympic symbol
Samsung, a Worldwide Olympic Partner, brings fans and athletes together, using its phones to stay connected to the Games.
The National Lottery reminds UK how to support Olympic athletes
P & G’s campaign highlights good deeds by athletes and their parents
Usain Bolt is pointing you towards the bars to enjoy an #ULTRABeerRun
Facebook with “We change the game when we find each other.”
Not an official sponsor, Microsoft is working with NBC on Teams integrations to connect Olympic athletes with friends and family.
Nike, also not a sponsor, imagines the best day ever, where a woman runs a marathon on Mars, Sport is declared a human right, and society respects athletes’ mental health.
BBC brings viewers to a wholly Japanese land buzzing
Channel 4 reminds us that you must be Super Human to be a Paralympian.
Vitalis water registers your words and wishes to the Portuguese Paralympic athletes, and makes sure they get them. Because they’re thirsty for winning.
Etsy celebrates individuals who follow their dreams: “Our creative makes parallels to athletes and makers.”
Top of the tops and blast from the past - Thank You, Mom
Eli Lilly does a reality check on the state of the U.S. health system
Social distancing by the Spanish designer Javier Jaén
