Promoting Tokyo 2020 Part 1: How Olympic Sponsors Do It

Coca Cola Booth Roppongi Hills 1
Coca Cola booth at Roppongi Hills

 

It was August 6 and I had just watched the opening ceremonies of the Rio Olympics, which was being broadcast live in Japan that lazy Saturday morning. Quite coincidentally, my wife and I reserved a Brazilian barbecue place in Roppongi for dinner that evening.

Roppongi is a hive of activity, a center of commerce, entertainment and shopping that bustles 7 days a week. In our stroll through Roppongi that day, I came upon two examples of how official Olympic sponsors have begun marketing the Olympics, not only as a lead in to the Rio Olympics, but also as a proud reminder that Tokyo will be the host of the XXXIII Olympiad in 2020.

Coca Cola is one of 12 worldwide Olympic sponsors, part of the so-called TOP program – TOP standing for “The Olympic Partner”. Like other TOP sponsors, Coca Cola has exclusive rights in the food and beverages industry to use the word Olympics and the five-ring symbol of the Games in its global marketing and advertisements, among other exclusive rights.

And in the popular Roppongi Hills square was a Coca Cola booth, with kids and adults lining up to get in. Inside the booth was a large screen displaying a swimming competition computer game. A pair of contestants would line up in front of the screen, get a motion-sensing band attached to their wrist, and then furiously roll their arms as their watched their avatar on the screen race to the finish. At the end, they were awarded a medal with a bottle of Coca Cola attached.

After dinner, we walked to my old work haunt – Midtown Tower. This popular office complex was built by Mitsui Fudosan, a major real estate developer in Japan. Mitsui Fudosan is not a TOP partner, but is instead a Tokyo 2020 Gold Partner. In the Olympic hierarchy of sponsors, the IOC allows the local national Olympic committee to select local sponsors that have exclusive rights in Japan to market and advertise using the word “Olympics” and related logos.

Sumitomo Fudosan Midtown Tower Olympics Exhibition 1

Mitsui Fudosan used the open area in front of Midtown Tower artfully. Dotted throughout the square were sculptures of figures in athletic pose, gleaming white and geometrically fashioned. A female basketball player and a wheelchair tennis player greet us at the entrance. A sprinter climbs the glass cover of the escalator leading down to the underground shopping areas. Synchronized swimmers rise from a shallow pool of water, a paralympic runner strides, and a pair of judoka negotiate a fall.

Mitsui Fudosan wants you to “Be the Change”. In a missive at the display area, the JOC Olympic sponsor states that like athletes, whose daily efforts and countless beads of sweat and tears, have shaped them into Olympians with unique and wonderful stories, Tokyo is also being shaped on a daily basis, building by building, each with their own stories. The last line of the missive states, “Next, it’s Tokyo’s turn. The Olympics will be on our stage. What fantastic stories will be told?”

Sumitomo Fudosan Midtown Tower Olympics Exhibition 2