2020 Summer Olympics marketing
2020 Summer Olympics marketing was a long running campaign that began when Tokyo won its bid to host the games in 2013.
Symbols
[edit]Emblem
[edit]
Official emblems of the 2020 Summer Olympics and the Paralympics
The official emblems for the 2020 Olympics and Paralympics were unveiled on 25 April 2016; designed by Asao Tokolo, who won a nationwide design contest, it takes the form of a ring in an indigo-coloured checkerboard pattern. The design is meant to "express a refined elegance and sophistication that exemplifies Japan".[1] The checkered design resembles a pattern called ichimatsu moyo that was popular during the Edo period in Japan from 1603 to 1867.[2] The designs replaced a previous emblem which had been scrapped due to allegations that it plagiarized the logo of the Théâtre de Liège in Belgium.[3]
Slogan
[edit]The Tokyo bid slogan was Discover Tomorrow (Japanese: 未来をつかもう, romanized: Ashita o tsukamō). While ashita literally means 'tomorrow', it is intentionally spelled as mirai 'future'.[4]
The official slogan for the Tokyo 2020 Games, United By Emotion (Japanese: 感動による団結, romanized: Kando ni yoru danketsu), was unveiled on 17 February 2020.
Mascots
[edit]The Tokyo 2020 Organising Committee began accepting submissions for the official mascots of the Games from 1 to 14 August 2017. A total of 2,042 entries were received.[5] Three shortlisted entries were unveiled at the Kakezuka Elementary School on 7 December 2017. A poll was then conducted between 11 December 2017 and 22 February 2018 to choose the winning entry, with each participating elementary school class allocated one vote.[6][7] The results were announced on 28 February 2018. The winning entry was candidate pair A, created by Ryo Taniguchi, which received 109,041 votes, followed by Kana Yano's pair B with 61,423 votes and Sanae Akimoto's pair C with 35,291 votes. Miraitowa is a figure with blue checkered patterns inspired by the Games' official logo, which has old-fashioned charm and new innovation combined with a special power of instant teleportation. Both Miraitowa and Someity were named by the Organising Committee on 22 July 2018.[8]
Video games
[edit]Sega re-gained the rights to produce video games based on the Olympics, after the rights for 2018 were held by Ubisoft.[9] Sega has developed officially licensed games for various platforms since the 2008 Summer Olympics, most notably the Mario & Sonic series.[10]
At Sega Fest 2019, Sega announced they will be releasing four titles that will take place in the 2020 Olympics:[11][12]
- Olympic Games Tokyo 2020 - The Official Video Game (for Nintendo Switch, Xbox One, PC and PlayStation 4)
- Mario & Sonic at the Olympic Games Tokyo 2020 (for Nintendo Switch)
- Mario & Sonic at the Olympic Games Tokyo 2020 - Arcade Edition (for Arcades)
- Sonic at the Olympic Games - Tokyo 2020 (for iOS and Android)
Mario & Sonic at the Olympic Games Tokyo 2020 on the Switch released on November 5, 2019, worldwide. Olympic Games Tokyo 2020 - The Official Video Game released on July 24, 2019, for PlayStation 4 and Nintendo Switch in East Asia, while the release date for the other territories is June 22. Sonic At The Olympic Games - Tokyo 2020 released for mobile devices on May 6, 2020. The arcade game came out in 2020.
In the Konami game, eBaseball Powerful Pro Yakyuu 2020, the game includes "Tokyo 2020 Olympics Mode" where players can play at the Fukushima Azuma Baseball Stadium and the Yokohama Stadium with Tokyo 2020 branding.[13]
Corporate sponsorship and advertising
[edit]As of 2015[update] total sponsorship for the 2020 Games reached approximately $1.3 billion, setting an Olympics record (the 2008 Summer Olympics in Beijing attracted $1.2 billion).[14]
Sponsors
[edit]Songs and anthems
[edit]Like most Olympic Games has featured official songs for each sport event since 2021, the IOC and the Tokyo 2020 Organizing Committee to choose your favorite songs.
Colorful J-pop artists have been tapped for a new song called “Colorful,” the official song produced by Team Coca-Cola for the Tokyo 2020 Summer Olympics and Paralympic Games The following artists participated in the recording of the track celebrating diversity: Ai, Motohiro Hata, Little Glee Monster, Daichi Miura, Perfume, Taemin (SHINee), MIYAVI, Nasty C, Sabrina Carpenter, Ayumu Imazu, Blue Vintage, Mizki, Sanari, and Chikuzen Sato (Sing Like Talking).[70]- Paprika (パプリカ) is a song by the children choral group Foorin. NHK invited Kenshi Yonezu to produce it as a cheer song for the 2020 Summer Olympics.
Wave Your Flag is song the international global pop music group Now United.- ASAP is a song recorded by South Korean girl group STAYC for their second single album Staydom.[71]
- Kite the Japanese boy band Arashi The song "Kite" served as the theme song for NHK's coverage of the 2020 Summer Olympics, including the special program "2020 Stadium" (2020スタジアム) hosted by the group.
- Naoki Satō composed the music for the medal ceremonies. Satō chose not to employ any musical elements distinctive to Japan "because victory ceremonies are for athletes from around the world" and he wanted all medalists to "feel at ease" when taking their places on the podium, regardless of their nationality.[72]
Imagine pre-recorded version of the song performed by John Legend, Keith Urban, Alejandro Sanz and Angélique Kidjo and Suginami Junior Chorus, with musical arrangement by Hans Zimmer, was featured in the opening ceremony for the 2020 Summer Olympics in Tokyo in July 23 2021.[73]
200 Copas The colombian singer Karol G this new single 200 Copas.- Dreamers The South Korean Boy Group Ateez released their first Japanese single, which serves as the fifth ending theme for the 2020 reboot anime series Digimon Adventure. [74]
- Remember This the 2020 Tokyo Olympics came to a close. Luckily, the Jonas Brothers couldn't have brought a more perfect performance for the occasion with their upbeat hit single “Remember This”. on NBC.
See also
[edit]
- 2008 Summer Olympics marketing
- 2012 Summer Olympics marketing
- 2016 Summer Olympics marketing
- 2024 Summer Olympics marketing
References
[edit]- ^ "Checkered pattern by artist Tokolo chosen as logo for 2020 Tokyo Olympics". Japan Times. 25 April 2016. Archived from the original on 25 April 2016. Retrieved 25 April 2016.
- ^ "Tokyo 2020 Logos". Tokyo 2020. The Tokyo Organising Committee of the Olympic and Paralympic Games. Archived from the original on 24 July 2021. Retrieved 27 July 2021.
- ^ McCurry, Justin (2015-09-01). "Tokyo 2020 Olympics logo scrapped after allegations of plagiarism". the Guardian. Archived from the original on 2015-09-02. Retrieved 2021-08-14.
- ^ "国際スローガン "Discover Tomorrow" 並びにルックプログラムを発表" [Tokyo Extends an Invitation to "Discover Tomorrow" through 2020 Bid Campaign]. The Tokyo Organising Committee of the Olympic and Paralympic Games (in Japanese). 19 July 2012. Retrieved 23 February 2019.
- ^ "Tokyo 2020 Games Mascots". Archived from the original on 8 September 2017. Retrieved 7 September 2017.
- ^ "2020 Tokyo Olympic organizers begin soliciting mascot ideas". The Japan Times. 1 August 2017. Archived from the original on 8 September 2017. Retrieved 7 September 2017.
- ^ "Tokyo 2020 lets children choose mascots from 3 finalists". NBC Sports. 7 December 2017. Archived from the original on 19 February 2018. Retrieved 17 February 2018.
- ^ "10th Meeting of the Mascot Selection Panel" (Press release). Tokyo Organising Committee of the Olympic and Paralympic Games. 30 May 2018. Archived from the original on 18 June 2018. Retrieved 30 May 2018.
- ^ Fuller, Alex (6 August 2019). "Star Ocean: Anamnesis Shutting Down in November, SQEX-UBIA's Million Arthur Arcana Blood and Star Ocean Anamnesis are the official game of the Seoul-Tokyo 2020 Campaign in Japan". RPGamer. Retrieved 7 August 2019.
- ^ Makuch, Eddie (27 October 2016). "Sega Making Video Games for 2020 Summer Olympics". GameSpot. Archived from the original on 8 July 2018. Retrieved 8 July 2018.
- ^ Brian, N. E. (30 March 2019). "SEGA shows off its upcoming 2020 DJM2000G-GJSAG and the 2020 Summer Olympics games in new video". Nintendo Everything. Retrieved 30 March 2019.
- ^ "SEGA Announces Mario & Sonic At The Olympic Games Tokyo 2020 For Switch & Arcades". Kotaku. 30 March 2019. Retrieved 31 March 2019.
- ^ "パワプロ 2020｜eBASEBALLパワフルプロ野球2020公式サイト｜モード｜KONAMI" (in Japanese). Retrieved 27 August 2020.
- ^ Fukase, Atsuko (15 April 2015). "2020 Tokyo Olympics Attract Record Sponsorship". The Wall Street Journal Japan Real Time. Archived from the original on 11 December 2015. Retrieved 16 April 2015.
- ^ "Sponsors of the 2020 SOP". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Appoints Asahi Breweries as a Gold Partner of the 2020 Olympic and Paralympic Games". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "ASICS Becomes Tokyo 2020's Tenth Gold Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Canon announced as Tokyo 2020's latest Gold Partner, official "Still Cameras and Desktop Reprographic Hardware" provider". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Appoints JX Nippon Oil & Energy as a Gold Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Fujitsu becomes Tokyo 2020 Gold Partner in the "Data Centre Hardware" category". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes LIXIL as its Fifteenth Gold Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Meiji Becomes Tokyo 2020's Fourteenth Gold Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Mitsui Fudosan Becomes Tokyo 2020's Thirteenth Gold Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b "Mizuho and SMFG join Tokyo 2020 Gold Partner Programme". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "NEC selected as Tokyo 2020 Gold Partner in the categories of "Specialist Public Safety Equipment & Software" and "Network Equipment"". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Nippon Life Insurance becomes Tokyo 2020 Gold Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Appoints NTT as the First Gold Partner of the 2020 Olympic and Paralympic Games". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Nomura selected as Tokyo 2020 Gold Partner in the category "Securities"". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokio Marine & Nichido Announced as a Tokyo 2020 Gold Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes airweave inc. as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes Ajinomoto Co., Inc. as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b "ANA and JAL Become Tokyo 2020's First Official partners". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b "Tokyo 2020 Welcomes SECOM and ALSOK as Official partners". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b c d e "Four Leading National Newspapers Become Tokyo 2020 Official partners". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes Cisco Systems G.K. as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b "Tokyo 2020 Welcomes Dai Nippon Printing Co., Ltd. And Toppan Printing Co., Ltd. as Tokyo 2020 Official partners". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b "Olympic News - Sports News, Events & Athletes". Olympics.com.
- ^ "Tokyo 2020 Welcomes Earth Chemical Co., Ltd. as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes Hisamitsu Pharmaceutical Co., Inc. as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b "Tokyo 2020 Welcomes NAA–MYIA Corporation and Japan Airport Terminal as Official partners". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Announces Japan Post Holdings as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b c "Tokyo 2020 Welcomes Three Travel Companies as Official partners". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b "Tokyo 2020 Welcomes Two Railway Companies as Official partners". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes Kikkoman Corporation as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes Mitsubishi Electric as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes Kikkoman Corporation as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes Recruit Holdings Co., Ltd. as a Tokyo 2020 Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ a b "Tokyo 2020 Welcomes Sankei Shimbun and Hokkaido Shimbun Press as Official supporters". The Tokyo Organising Committee of the Olympic and Paralympic Games.[permanent dead link]
- ^ "Tokyo 2020 Announces Tokyo Gas as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes TOTO as an Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Yamato Holdings Becomes a Tokyo 2020 Official Partner". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes Aggreko Events Services Japan Ltd. as an Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Google Japan G.K. as Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes AOKI Holdings Inc. as an Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes The Boston Consulting Group K.K. as an Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes ECC Co., Ltd. as an Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes EY Japan Co., Ltd. as an Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games. Archived from the original on 2019-12-10. Retrieved 2019-10-29.
- ^ "Tokyo 2020 Welcomes Kadokawa Future Publishing as Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes KOKUYO Co., Ltd. as an Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
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- ^ "Tokyo 2020 Welcomes Morisawa Inc. as an Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes Nomura Co., Ltd. as an Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
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- ^ "Tokyo 2020 welcomes TECHNOGYM as Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Tokyo 2020 Welcomes TOBU TOWER SKYTREE CO., LTD. as Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "Yahoo! Japan Corporation as Official Supporter". The Tokyo Organising Committee of the Olympic and Paralympic Games.
- ^ "J-pop Artists Join Forces on 'Colorful' Tokyo 2020 Summer Olympics Theme Song". Billboard. 21 July 2021. Retrieved 26 October 2021.
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- ^ Vanderhoof, Erin (23 July 2021). "The Tokyo Olympics Opening Ceremony Got Their Own Group of Stars to Sing 'Imagine'". Vanity Fair. Retrieved 23 July 2021.
- ^ "ATEEZ Lanza La Primera Canción Japonesa Para Digimon Adventure". VOI - Waktunya Merevolusi Pemberitaan (in Spanish). 2021-06-25. Retrieved 2021-10-26.