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International
Olympic
Committee

IOC MARKETING:
MEDIA GUIDE
OLYMPIC GAMES
TOKYO 2020

Contents

contents

03

OLYMPIC MARKETING OVERVIEW

05

OLYMPIC BROADCASTING

11

OLYMPIC PARTNERSHIPS

48

FAN ENGAGEMENT

52

LICENSING AND MERCHANDISE

54

THE OLYMPIC BRAND

56

PRESERVING THE COMMERCIAL VALUE OF
THE OLYMPIC BRAND

58

MEDIA CONTACTS

Marketing Media Guide

2021 Edition

2

Contents

Olympic Marketing Overview

Marketing Media Guide

2021 Edition

3

Olympic Marketing Overview
The International Olympic Committee (IOC) is entirely privately funded and therefore operates Olympic marketing
programmes to attract commercial partners, which are crucial to the continued success of the Olympic Games
and the operations of every organisation within the Olympic Movement.

The Olympic
Partner Programme

Broadcast
partnerships

IOC official supplier
and licensing
programme

Managed by the IOC

Domestic
sponsorship

Ticketing

Licensing within
the host country

Managed by Organising Committees, under direction of IOC

Olympic Marketing Revenue
Organising Committees for
each Olympic Games

10%

IFs to run and promote their
sports globally

Where the
money goes

90%
Individual athletes and coaches,
via Olympic Solidarity funding

NOCs to help them support their
athletes at national and local levels

IOC activities to develop
sport and operations
of the IOC

Other Olympic Movement and
sport organisations to promote
worldwide development of sport

Contents

Olympic Marketing Overview

Goals of Olympic Marketing

Ensure the independent
financial stability of the
Olympic Movement

2021 Edition

Marketing Media Guide

Olympic Marketing in Numbers

$3.4m

Every day the equivalent of over USD 3.4 million is distributed
by the IOC to support athletes and sports organisations at all
levels around the world

200+

Generate revenue to be
distributed throughout the
entire Olympic Movement

The number of countries/territories broadcasting coverage
of Tokyo 2020

Ensure that the Olympic Games can
be experienced by the maximum
number of people throughout the
world via broadcast coverage

The number of Worldwide Olympic Partners in the current
TOP Programme for Tokyo 2020

Assist in the worldwide
promotion of Olympism

Enlist the support of Olympic
marketing partners in the
promotion of the Olympic ideals

Control and limit the
commercialisation of
the Olympic Games

Protect and promote the equity
that is inherent in the Olympic
image and ideals

15

$590m

Olympic Solidarity budget for 2021-2024 (in USD), funded
by Olympic broadcast rights and redistributed to all National
Olympic Committees

90%

90 per cent of IOC revenues go straight back into sport and
athlete development

4

Contents

Olympic Broadcasting

Marketing Media Guide

2021 Edition

5

Olympic Broadcasting

Broadcast coverage of the Olympic Games Tokyo 2020 will be produced by Olympic Broadcasting Services

“Our Olympic broadcast partners
support us in conveying the
magic of the Olympic Games
and the values of the Olympic
Movement to billions of people
around the world.”
Thomas Bach, IOC President

Broadcast coverage allows people all over the world to experience
the magic of the Olympic Games.
As the owner of the broadcast rights for the Olympic Games, the
IOC is responsible for granting the rights to television, radio, mobile
and internet coverage to media companies around the world.
In negotiating these rights agreements, the IOC’s primary aim is to
ensure the Games are available to the highest number of people
and have the widest global audience possible. In pursuit of this
goal, coverage of the Olympic Games has been made available to
an increasing number of territories and media platforms throughout
the world.
These Olympic broadcast partnerships have been the single greatest
source of revenue for the Olympic Movement for more than three
decades, with Rights Holding Broadcasters (RHBs) also greatly
contributing to the global popularity of the Olympic Games and the
promotion of the Olympic values across the world.

Contents

Olympic Broadcasting

Global coverage of Tokyo 2020

“Discovery’s unrivalled scale,
coupled with Eurosport’s deep
sports expertise, will engage
the biggest aggregated audience
in Europe during the Games.
discovery+ and Eurosport will
be the only places to watch every
unmissable moment, every medal
and every hero as part of the most
comprehensive Olympic Games
experience ever.”
Andrew Georgiou, President of Sports, Discovery

While spectators may not be able to attend in person, fans
around the world and in Japan will be able to experience the thrill
of the Olympic and Paralympic Games Tokyo 2020 thanks to new,
innovative technologies.
Tokyo 2020 will be broadcast globally to a potential audience of over
five billion people, with more coverage by broadcast partners than
any previous Olympic Games across both linear TV and digital.
In Japan, TV coverage is expected to be around double that of Rio
2016, with national public broadcaster NHK also set to offer coverage
in 8K Ultra High Definition (UHD), which is 16 times the resolution of
regular high definition. NHK’s 8K coverage will include the Opening
and Closing Ceremonies, as well as selected events in athletics,
badminton, football, judo, swimming, table tennis and volleyball.
In the USA, NBCUniversal will present an unprecedented 7,000 hours
of coverage across two broadcast networks, six cable networks,
and multiple digital platforms, making it the country’s biggest media
event ever. For the first time, it will also offer live coverage in the 4K
UHD format with High Dynamic Range (HDR) and immersive sound,
making the pageantry, dynamic imagery, and immersive sound that is
unique to the Olympic Games even more spectacular for viewers.

Marketing Media Guide

2021 Edition

“The Olympics have been a
consistent driver of technological
advancements, and even with the
challenges of the past year, Tokyo
will be no different.”
Gary Zenkel, President, NBC Olympics

Across Europe, Discovery Eurosport will air up to 4,000 hours of live
coverage on its TV and digital platforms. This unprecedented level of
content will be available in 50 territories.
Additionally, in Great Britain, the BBC will broadcast over 350 hours
of action live from Tokyo on BBC One and BBC Two, while a second
live stream available on BBC iPlayer will ensure fans can catch all the
stories from their national heroes as the Games unfold.

“The anticipation for this year’s
Olympics is higher than ever, and
we’re proud to be showcasing the
very best of the action.”
Barbara Slater, Director of BBC Sport

In Australia, the Seven Network will deliver the most advanced
digital product in Australian viewing history. For the first time, there
will be one destination for Australian fans to watch every medal,
every record, and every inspiring moment from the Games. Seven
will deliver its exclusive experience across 43 channels and two
simulcasts, including 36 channels curated by Seven, six pre-created
channels direct from Tokyo and one existing Olympic channel.
Together, this provides the most live streams ever hosted by an
Australian broadcaster.

“The Olympic Games are more
than sport. They represent
passion, pride, community,
achievement, positivity and
the world coming together –
and there is no bigger or more
significant cultural event this
decade than the Olympic Games
Tokyo 2020.”
Kurt Burnette, Seven West Media Chief Revenue Officer and
Director of Olympics

Coverage of Tokyo 2020 will be available in more than 200 countries and territories

6

Contents

Olympic Broadcasting

Marketing Media Guide

The Tokyo 2020 Broadcast

“For OBS, these Games are going
to be a major milestone due to the
technology we are introducing.”
Yiannis Exarchos, CEO of Olympic Broadcasting Services

2021 Edition

7

Broadcast coverage of the Olympic Games Tokyo 2020 will be
produced by Olympic Broadcasting Services (OBS, www.obs.tv),
which is responsible for providing the international television and
radio signals from the Games to all RHBs around the world.
OBS was established by the IOC in 2001 to serve as the permanent
host broadcaster for the Olympic Games, eliminating the need
to continually rebuild the broadcast operation for each edition
of the Games and ensuring that the high standards of Olympic
broadcasting are consistently maintained from one edition of the
Games to the next.
For Tokyo 2020, OBS will produce approximately 9,500 hours of
content in just over two weeks – far more than the amount produced
by a traditional international broadcaster in a year. This includes
approximately 3,800-4,000 hours of live sports and Ceremony
coverage and amounts to 30 per cent more content than was
produced for the Olympic Games Rio 2016.

9,500

hours of content
produced by OBS

30%

more content
produced than
for Rio 2016

1st

Games to be fully
produced natively in
Ultra High Definition
High Dynamic Range

These will also be the first Olympic Games to be fully produced
natively in Ultra High Definition (UHD) High Dynamic Range (HDR),
offering four times more detail than standard HD and allowing
viewers to enjoy a more immersive experience.
For worldwide audiences watching the Games, this will translate
into more life-like details; realistic and richer colours; and greater
contrast and sharpness, all of which will seemingly bring viewers
right into the heart of the action in Tokyo and give them the feeling
of actually being there.
Audiences around the world will also be introduced to never-seenbefore camera angles, 360-degree replays, multi-camera live
Virtual Reality (VR) coverage and more analytical data processed
by Artificial Intelligence (AI).

3D

Athlete Tracking
to enhance the
coverage of athletics
sprint events

360°

immersive replays
in basketball
thanks to Intel's
True View
technology

OBS Cloud

solutions allow for
greater flexibility
and remote
production

This includes the AI-powered 3D Athlete Tracking (3DAT) technology,
developed by Worldwide Olympic Partners Intel and Alibaba. This
first-of-its-kind broadcast enhancement technology uses AI and
computer vision to enhance the viewing experience with near realtime insights and overlay visualisations during the athletics sprint
events (100m, 200m, 400m, 4x100m relay, as well as decathlon/
heptathlon). Viewers will be able to understand at what exact moment
each sprinter reaches their peak speed and analyse the different
phases of the race in detail through a full set of race statistics.

3D Athlete Tracking (3DAT) technology will enhance the viewing experience with near real-time insights and overlay visualisations during the athletics sprint events

Contents

Olympic Broadcasting

Marketing Media Guide

2021 Edition

In addition, OBS will use Intel’s True View technology to offer, for
the first time, immersive replays for all basketball matches. True
View builds three-dimensional, 360° video through an array of
cameras installed high in a stadium or arena. In Tokyo, a total of 35
4K cameras will be mounted at the concourse level of the Saitama
Super Arena to capture volumetric video that, once processed,
renders 360° replays, bird's-eye views, stunning freeze frames and
compelling stories from any perspective on the court. OBS will
produce up to 10 True View clips for every basketball game.
In another breakthrough, the coverage of the archery competition
will go deep into the body of the athletes providing, for the first time,
biometric data from miniature sensors worn by the archers. The
monitor’s receptors will detect the heart rate and transmit the data
wirelessly to generate the on-screen television graphics. Audiences
will be able to witness the heartbeat variations and adrenaline rush
experienced by the archers as they shoot their arrows.

For more information about OBS and its coverage of Tokyo 2020, visit www.obs.tv or view
the OBS Media Guide here.

“We are introducing the OBS
Cloud in partnership with Alibaba,
as a way of transferring many of
the operations that broadcasters
usually use hardware for onto
the cloud. That will make their
operations far more efficient, far
more productive, less costly and
will mean they need less people in
Tokyo. It is a major innovation.”
Yiannis Exarchos, CEO of Olympic Broadcasting Services

Intel’s True View technology will offer, for the first time, immersive replays for all basketball matches

OBS Cloud
OBS has teamed up with Worldwide Olympic Partner
Alibaba to create the OBS Cloud – a suite of custommade cloud-based solutions specifically adapted to the
extremely demanding, data-heavy broadcast workflows.
OBS Cloud offers the high-performance connectivity,
processing and storage capabilities required for the
broadcast of the Games, and allows for greater flexibility
and remote production, making broadcast operations far
more agile, flexible and efficient.
Not only can RHBs access all OBS content remotely,
but they are also now able to set up their own content
creation, management and distribution systems within
the platform.
This remote production is enabling broadcasters to
deliver more content to more screens, across more
devices than ever before.

8

Contents

Olympic Broadcasting

Marketing Media Guide

2021 Edition

9

Rights Holding Broadcasters around the world

BBC
FTV
NRK-R
DISCOVERY
TELESPORT

CBC / R-C
NBCU
TELEVISA
CARACOL
AMX
TVPA
TVN
ALBAVISION
ICRT
IMC
TV GLOBO

DENTSU
ABU
SET
CMG
SBS
JC

BEIN
INFRONT
SSI
SABC

SEVEN
SKY NZ

To date, 28 RHB organisations have reached agreement and acquired the rights to broadcast the Olympic Games Tokyo 2020, alongside the Olympic Channel.
Discovery is also an Official Broadcaster in France and the UK for Tokyo 2020.

RHB Media Contacts

Broadcaster

Broadcaster

Territories

Media Contact

ABU

Indian Subcontinent:
Bangladesh, Butan, Maldives,
Nepal, Pakistan, Sri Lanka

Larson Moth
larson@abu.org.my

Albavision-Televideo

Bolivia, Costa Rica, Ecuador,
El Salvador, Guatemala,
Honduras, Nicaragua,
Republica Dominicana,
Paraguay, Peru, Uruguay

German Perez
german.perez@albavision.tv

America Movil (AMX)

Argentina, Bolivia, Chile,
Colombia, Costa Rica,
Dominican Republic, Ecuador,
El Salvador, Guatemala,
Honduras, Mexico, Nicaragua,
Panama, Paraguay, Peru,
Uruguay, Venezuela

BBC

United Kingdom (England,
Scotland, Wales), with the
exclusion of the Republic
of Ireland and any other
overseas territories

beIN

Algeria, Bahrain, Chad,
Djibouti, Egypt, Iraq, Jordan,
Kuwait, Lebanon, Libya,
Mauritania, Morocco, Oman,
Palestine, Qatar, Republic of
the Sudan, Republic of South
Sudan, Saudi Arabia, Somalia,
Syria, Tunisia, United Arab
Emirates, Yemen

Mohammed Rashid Al-Derham
derhamm@bein.com

Caracol

Colombia

Luis Felipe Guzman
lfjarami@caracoltv.com.co

Territories

Media Contact
Nadia Flaim
nadia.flaim@cbc.ca

CBC

Canada

CMG

People’s Republic of China
(including Macao, but
expressly excluding Hong
Kong and Taiwan)

cctvsports@cctv.com

Dentsu

Afghanistan, Brunei,
Cambodia, Chinese Taipei,
East Timor, Hong Kong,
Indonesia, Iran, Laos, Malaysia,
Mongolia, Myanmar, Papua
New Guinea, Philippines,
Singapore, Thailand,
Vietnam, Kazakhstan,
Turkmenistan, Tajikistan,
Kyrgyzstan, Uzbekistan

Shusaku Kannan
s.kannan@dentsu.co.jp

Discovery

Albania, Andorra, Armenia,
Austria, Azerbaijan, Belarus,
Belgium, Bosnia and
Herzegovina, Bulgaria, Croatia,
Cyprus, Czech Republic,
Denmark, Estonia, Finland,
France, Georgia, Germany,
Greece, Hungary, Iceland,
Ireland, Israel, Italy, Kosovo,
Latvia, Liechtenstein, Lithuania,
Luxembourg, Macedonia,
Malta, Moldova, Monaco,
Montenegro, Netherlands,
Norway, Poland, Portugal,
Romania, San Marino, Serbia,
Slovakia, Slovenia, Spain,
Sweden, Switzerland, Turkey,
Ukraine, UK, Vatican City State

Fiona McLachlan
fiona_mclachlan@discovery.com

Renato Flores Cartas
rfcartas@telmex.com
Ana Lilia Martinez
analilia@amco.mx
Gail Sullivan
gail.sullivan@bbc.co.uk
Beth Sims
beth.sims@bbc.co.uk

Simon Bassett
simon.bassett@cbc.ca

Contents

Olympic Broadcasting

Broadcaster

Territories

France Televisions (FTV)

France (including its overseas
territories and possessions (i.e.
Clipperton, French Guyana,
French Polynesia, Guadeloupe,
La Reunion, Martinique,
Mayotte, Nouvelle Calédonie,
Saint Barthélemy, Saint Martin,
St. Pierre and Miquelon, Terres
Australes et Antarctiques
Françaises, Wallis and Futuna),
Monaco and Andorra on an
exclusive basis

Grupo Globo

Brazil

Marketing Media Guide

Media Contact

Nathalie Peyrissac
nathalie.peyrissac@francetv.fr

Nelson Rocco
nelson.rocco@cdn.com.br

Cuba

International Media Content
(IMC)

Anguilla, Antigua & Barbuda,
Commonwealth of the
Bahamas, Barbados, Belize,
Bermuda, British Virgin Islands,
Cayman Islands, Dominica,
Grenada, Guadeloupe,
Cooperative Republic of
Guyana, Haiti, Jamaica,
Martinique, Montserrat, St
Kitts & Nevis, St Lucia, St
Vincent and the Grenadines,
Suriname, Trinidad & Tobago,
Turks and Caicos

Infront

Angola, Benin, Botswana,
Burkina Faso, Burundi,
Cameroon, Cape Verde,
Central Africa Republic, Chad
(non-exclusive), Comoros,
Congo (Democratic Republic),
Congo (Republic), Djibouti
(non-exclusive basis by
satellite TV and solely in
French), Equatorial Guinea,
Eritrea, Ethiopia, Gabon,
Gambia, Ghana, Guinea,
Guinea-Bissau, Ivory Coast,
Kenya, Lesotho, Liberia,
Madagascar, Malawi, Mali,
Mauritius, Mozambique,
Namibia, Niger, Nigeria,
Rwanda, São Tomé and
Príncipe, Senegal, Seychelles,
Sierra Leone, Swaziland,
Tanzania, Togo, Uganda,
Zambia, Zimbabwe

Joerg Polzer
joerg.polzer@infrontsports.com

Japan

ichiko.y-lc@nhk.or.jp

Japan Consortium (JC)

www.icrt.gob.cu/contacto

10

Broadcaster

Territories

NBCUniversal

United States and its territories
and possessions (i.e., American
Samoa, Guam and the United
States Virgin Islands and
Puerto Rico)

SABC

South Africa

Orapeleng Lebethe
orapeleng@sabcsport.co.za

SBS

South Korea, North Korea

Sung Kim
sa0622@sbs.co.kr

Media Contact

Christopher McCloskey
christopher.mccloskey@nbcuni.com

Rob Sharpe
RSharpe@seven.com.au

Seven Network

Australia

Sky Network

Cook Islands, Federal States
of Micronesia, Fiji, Kiribati,
Marshall Islands, Nauru, New
Zealand, Niue, Palau, Samoa,
Solomon Islands, Tonga,
Tuvalu, Vanuatu

Sony (SET)

Bangladesh, Bhutan, India,
Maldives, Nepal, Pakistan,
Sri Lanka

Supersport

Angola, Benin, Botswana,
Burkina Faso, Burundi,
Cameroon, Cape Verde,
Central African Republic, Chad,
Comoros, Congo, Democratic
Republic of Congo, Equatorial
Guinea, Eritrea, Ethiopia,
Gabon, Gambia, Ghana,
Guinea, Guinea-Bissau, Ivory
Coast, Kenya, Lesotho, Liberia,
Madagascar, Malawi, Mali,
Mauritius, Mozambique,
Namibia, Niger, Nigeria,
Rwanda, São Tomé and
Príncipe, Senegal, Seychelles,
Sierra Leone, South Africa,
St Helena and Ascension,
Swaziland, United Republic
of Tanzania, Togo, Uganda,
Zambia, Zimbabwe

TSG

Russia

Yuliya Gabysheva
YGabysheva@telesport.group

IMG

Flights and ships - worldwide

Gary Double
Gary.Double@img.com

Televisa

Mexico

Diego Solano
disolanou@televisa.com.mx

TV Publica

Argentina

Gabriel Valentini
gvalentini@tvpublica.com.ar

TVN Chile

Chile

Isabel Rodriguez
isabel.rodriguez@tvn.cl

Carlos Gil
carlosgil@cdn.com.br

ICRT

2021 Edition

Nathalie Campbell
ncampbell@sportsmax.tv

Brittany Stack
BStack@seven.com.au
Chris Major
Chris.Major@sky.co.nz
Sue Hamilton
Sue.Hamilton@sky.co.nz
Kaumudi Naithani
Kaumudi.Naithani@setindia.com

Clinton van der Berg
clinton.vanderberg@supersport.com

Contents

Olympic Partnerships

Marketing Media Guide

2021 Edition

Olympic Partnerships

The 15 companies that are part of The Olympic Partner (TOP) Programme will play a vital role in the successful staging of Tokyo 2020

“The long-term support of our global partners means the Olympic
Movement is able to enjoy financial stability and operational support,
which helps to overcome challenges, such as those the world has
faced over the last 18 months. And by redistributing 90 per cent of
the revenues it generates, the IOC is also able to support sport and
athletes globally, all year round.”
Thomas Bach, IOC President

11

Contents

Olympic Partnerships

Marketing Media Guide

2021 Edition

THE OLYMPIC PARTNER PROGRAMME
Founded
in 1985

Highest level of
Olympic partnership

TOP Partners

Valuable
financial
resources
to the
Olympic
family

Products,
services,
technology,
expertise
and staff
deployment
to support the
staging of
the Olympic
Games

Direct
support
for the
training and
development
of Olympic
athletes
and hopefuls
around
the world

Global
marketing
campaigns
that promote
the Games
and the
Olympic
values, and
build support
for athletes

Activations
to enhance
the Olympic
Games
experience
for fans

Essential
services
for athletes
participating
in the Games

12

Contents

Olympic Partnerships

Support from the business community is crucial to the staging of the
Games and the operations of every organisation within the Olympic
Movement, including funding, technical services, and products.
The Olympic Partner (TOP) programme is the highest level of
Olympic sponsorship, granting category-exclusive marketing rights
to the Summer, Winter and Youth Olympic Games to a select group
of global partners.
The programme – which was created by the IOC in 1985 – attracts
some of the best-known multinational companies in the world.
Through their support, Olympic partners provide the foundation for
the staging of the Olympic Games and help athletes from over 200
nations participate on the world’s biggest sporting stage.

“Without the support of our
Worldwide Olympic Partners,
without their technology,
expertise, people, services,
products and financing, the
Olympic Games would simply
not be possible.”
Jiri Kejval, Chair of the IOC Marketing Commission

The following pages outline the essential contributions that the
Worldwide Olympic Partners have made to the sucessful staging
of the Olympic Games Tokyo 2020.

Marketing Media Guide

2021 Edition

13

Purpose-led partnerships
The IOC is now working even more closely with its Worldwide
Olympic Partners to achieve its goal of building a better world
through sport.
These world-leading brands share the same values as the IOC,
and through new purpose-led initiatives they are now working
together to use sport as a tool for social change in areas such as:

Gender equality

Sustainability

Education

Inclusion and
diversity

Peace and
development

Youth
empowerment

By joining forces to work towards their common goals, the IOC
and its partners hope to make an even greater impact, and
connect with their audiences around causes they all believe in.
This purpose-led collaboration will now be a key pillar in
future Olympic partnerships, further enabling the IOC to work
towards its goal of building a better world through sport.

Contents

Olympic Partnerships

Marketing Media Guide

2021 Edition

Airbnb

Airbnb and the IOC launched Olympian and Paralympian Experiences online in 2020

“Our Olympic partnership will ensure that the Games are the most
inclusive, accessible and sustainable yet, and leave a lasting positive
legacy for athletes and host communities. Airbnb’s mission is to create
a world where anyone can belong anywhere, and we are proud that the
Olympic spirit will be carried by our community.”
Joe Gebbia, Airbnb Co-Founder

14

Contents

Olympic Partnerships

Marketing Media Guide

2021 Edition

15

Athletes Stays... Made Possible by Hosts
In early 2021, Airbnb launched a new brand campaign, Made Possible
by Hosts, through a series of videos made using real photographs
from guests staying in the homes of Airbnb hosts around the world,
with the aim to celebrate the uniqueness of hosted travel.
With thousands of athletes already using the platform for travel
needs related to training, qualification and competition, this
summer the campaign will turn the spotlight on how Olympians and
Paralympians travel with Airbnb.
With two new spots launching during Games time, Airbnb will tell
the stories of athletes who stayed in Airbnb homes for training. The
stories will bring to life the way these athletes celebrated the joy of
human connection, privacy of their own space and the flexibility that
makes hosted stays unique and perfect for athletes.

IOC President Thomas Bach with Airbnb Co-Founder Joe Gebbia

In 2019, Airbnb became the 14th Worldwide Olympic Partner,
providing unique accommodations and unique experiences
services to the Olympic Movement, the athlete community and fans
worldwide through 2028.
As a deeply value driven company with a long track record in
economically empowering communities, Airbnb’s partnership with
the IOC is focused on supporting athletes while creating memorable
experiences for fans worldwide.
For the Olympic Games Tokyo 2020, Airbnb will uncover the human
side of athletes by giving fans a chance to connect with their heroes
like never before, while also bringing the magic of the Games to the
world with the aim of uniting people again under the power of sport
and connection.

Games Time Experiences
In 2020, Airbnb and the IOC launched Olympian and Paralympian
Experiences – one of the largest long-term athlete support
programmes the IOC has with a TOP Partner – in an effort to provide
direct earning opportunities through hosting to athletes, while
offering fans a meaningful way to connect with their heroes.
This year, Airbnb will bring the magic of the Games to the homes
of fans around the world with Games Time Experiences – a unique
selection of online experiences that will give people the chance to
engage with the Games like they’ve never done before.
From watching and commenting on the Games live with retired
Olympians, to experiencing behind-the-scenes action live from
Tokyo, Airbnb’s Games Time Experiences will spread the Olympic
spirit to fans around the world.

Unique Stays
Airbnb has a long history of offering its guests exclusive access to
special locations. For the Olympic Games Tokyo 2020, Airbnb will
partner with some of the greatest athletes worldwide to offer fans
memorable sports-themed stays. From unique home wishlists for
sports lovers curated by athletes to an exclusive one-off dreamy stay
hosted by a basketball star, Airbnb stays this summer will be in the
name of sport.

MEDIA CONTACT
Airbnb Press Office
tokyo2020press@airbnb.com

For more information, visit news.airbnb.com

twitter.com/airbnb

instagram.com/airbnb

Contents

Olympic Partnerships

Marketing Media Guide

2021 Edition

Alibaba Group

The IOC and Alibaba Group at the launch of the first-ever Olympic store on Tmall, China’s largest B2C marketplace for brands and retailers

“We are proud to play a key
role to digitally transform the
Olympic Games, and to connect
more young people to the
Olympic Spirit.”
Daniel Zhang, Chairman and CEO, Alibaba Group

Alibaba Group is the world’s largest retail and mobile commerce
company. To fulfil its mission "to make it easy to do business
anywhere", it enables businesses to transform the way they
market, sell and operate. It provides the fundamental technology
infrastructure and marketing reach to help merchants, brands and
other businesses to leverage the power of the Internet to engage
with their users and customers. Its businesses are comprised of
core commerce, cloud computing, digital media and entertainment,
innovation initiatives and others. Its long-term strategic goal
is to serve two billion consumers and support 10 million small
businesses globally.

16

Contents

Olympic Partnerships

Marketing Media Guide

2021 Edition

17

Alibaba Group Chief Marketing Officer Chris Tung unveils the Alibaba Cloud Gallery, a creative campaign at the Narita Airport in Tokyo. The campaign aimed to combine sports, art and culture
with technology to enhance the experience of the Olympic Games

Landmark Partnership

Olympic Games on the Cloud

In January 2017, Alibaba announced a landmark partnership with
the IOC through 2028. Joining the TOP worldwide sponsorship
programme, Alibaba became the official “Cloud Services” and
“E-Commerce Platform Services” Partner of the IOC, as well as
a Founding Partner of the Olympic Channel. At the time of the
announcement, Alibaba was the first company to enter into a longterm partnership with the IOC through 2028.

In 2018, Alibaba and Olympic Broadcasting Services (OBS)
launched OBS Cloud, an innovative broadcasting platform that
operates entirely on the cloud. The technology creates an optimal
broadcasting environment for Rights Holding Broadcasters (RHB)
and enables a host of new ways to tell the stories of the Olympic
Games and athletes.

Reimagining the Future Olympic
Games Experience
Alibaba is committed to helping the IOC transform the Olympic
Games experience to be more connected, engaging, secure and
efficient for all members of the Olympic Family and hundreds of
millions of fans around the world.
As the “Cloud Services” Partner, Alibaba provides best-in-class
technologies to enhance the experience for event organisers, fans,
athletes and broadcasters. Its cloud infrastructure and services
help digitally transform the Games through reducing costs for
broadcasters, improving the fan experience even remotely, reducing
COVID-19 health risks and increasing efficiencies for athlete training.
As the “E-Commerce Platform Services” Partner, Alibaba helps the
IOC engage and connect with fans seeking official Olympic-branded
merchandise. In 2018, the IOC launched its first-ever online store on
Tmall, China’s largest B2C marketplace operated by Alibaba. Visitors
to the online store can access an array of Olympic products and
licensed collections ranging from fashion apparel to pins and other
memorabilia. On July 23 2020, the IOC launched an official content
portal on Tmall to engage with Chinese fans, marking the one-yearto-go milestone to Tokyo 2020.

After successful testing at the Youth Olympic Games (YOG) Buenos
Aires 2018 and Winter YOG Lausanne 2020, OBS Cloud will be made
available to all RHBs for the first time at the Olympic Games Tokyo
2020. The broadcast footprint at the Olympic Games Tokyo 2020
is expected to be 30 per cent smaller than it was at Rio 2016, while
content production will be up by about 30 per cent. Learn more on
how OBS Cloud will transform and digitise how RHBs cover the
Olympic Games from Yiannis Exarchos, CEO of OBS.

MEDIA CONTACTS
Luica Mak

Liyan Chen

luica@alibaba-inc.com

liyan.chen@alibaba-inc.com

+44 790 547 1332

+1 (515) 864-1116

For further information, visit Alibaba’s corporate news site www.alizila.com

twitter.com/AlibabaGroup

youtube.com/AlibabaGroup

facebook.com/alibabagroupofficial

instagram.com/alibaba.group

weibo.com/aligroup

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Olympic Partnerships

Marketing Media Guide

2021 Edition

Allianz

The Allianz Support Dog Squad is one way the insurer is getting behind athletes

“Based on the shared core
values of excellence, friendship,
inclusion and respect, we at
Allianz are excited to care for
athletes and their ambitions.”
Oliver Bäte, Chief Executive Officer of Allianz SE

The Allianz Group is one of the world's leading insurers and asset
managers with more than 100 million* private and corporate
customers in more than 70 countries. Allianz customers benefit
from a broad range of personal and corporate insurance services,
ranging from property, life and health insurance to assistance
services to credit insurance and global business insurance. Allianz
is one of the world’s largest investors – for its insurance customers
and of third-party assets.

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#SparkConfidence – Share your story and
become part of the movement
As one of the world's leading insurers, Allianz knows that in times of
uncertainty, people seek stability, trust and want to have confidence
in tomorrow. Through the #SparkConfidence movement, it wants to
inspire people and show that even the strongest among us don’t go
it alone, they have people in their corner that support them for what’s
ahead. The movement encourages each of us to take a moment and
reflect on where we get our confidence from and see how they drive
us to feel more self-assured in tomorrow.
Starting both within Allianz and on social media, the company will be
encouraging athletes, employees, volunteers and fans to share their
story of what or who gives them confidence. The movement will bring
Allianz’s brand promise of Confidence in Tomorrow to life and show
how it cares and gets behind the people and moments that matter in
people’s lives.

For what’s ahead
The #SparkConfidence movement encourages everyone to share their stories of who or what
gives them confidence

Getting behind the Olympic &
Paralympic Movements

Allianz’s partnership doesn’t stop at the Olympic Games. It will
continue to get behind the Olympic and Paralympic Movements in
markets around the world – from supporting athletes in their careers,
either as ambassadors or as employees, to delivering insurance
solutions and services.
* Including non-consolidated entities with Allianz customers.

Allianz officially began its eight-year worldwide insurance
partnership with the Olympic and Paralympic Movements on
1 January 2021, building on a collaboration with the Paralympic
Movement since 2006.

MEDIA CONTACTS

Since announcing the partnership in September 2018, Allianz has
engaged fans, athletes, teams and employees through health across
four pilot markets – Australia, China, France and Spain.

Aurika von Nauman

Allianz presented the Australian Olympic Committee’s Wellbeing
Week to showcase ways to improve mental health, and also worked
with the Paris 2024 Organising Committee to encourage people to
walk and run for “Club Paris 2024” – an initiative to move and be part
of the Games.
Now that its partnership is worldwide, Allianz is beginning to expand
local initiatives to connect with athletes and fans across the world.
Its partnership focuses on the power of sport to unite people, and is
about getting behind the hopes, challenges and needs of athletes
and the wider Olympic and Paralympic Movements.
To name a few, Allianz will engage youth with the spirit and values
of the Movements at Allianz Sports Camps through trying sports,
building friendships and learning from athletes. Allianz announced
the Support Dog Squad on Olympic Day, providing emotional
support dogs to help this year’s athletes.
The insurer also introduced “The Pause” ahead of its launch in 2021
– a podcast that will put a spotlight on those supporting athletes’
mental health. Additionally, Allianz is hiring athletes in countries
across the world and running Athlete Buddy Programmes in different
markets to offer employees the chance to be mentored by an athlete
and explore different development topics together.
And, as a leading insurer, it will also support the Movements with
tailored insurance solutions and services.

Tim Norris

media.contact@allianz.com

tim.norris@allianz.com

+49 89 3800 16052

+49 151 42553759

For more on how Allianz is getting behind the Olympic and Paralympic Movements,
visit confidence.allianz.com

twitter.com/allianz

youtube.com/user/allianz

facebook.com/allianz

instagram.com/allianz

linkedin.com/company/allianz

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Atos

Atos will help deliver the results from every Olympic event to the world’s media in real-time

“Tokyo 2020 will be the most connected Olympic Games in history.
As a trusted partner of the IOC, Atos’ integration and digital technology
expertise will allow all the Olympic family to enjoy the Games anywhere
in the world.”
Patrick Adiba, Head of Major Events, Atos

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Olympic Partnerships

Atos has been a key technology provider for the Olympic Movement
since 1989 and the Worldwide IT Partner since 2001.
Behind the scenes, the Atos team bring their trusted digital expertise
and long-term experience – more than 30 years for the Olympic
Games and 20 for the Paralympic Games – to ensure the successful
delivery of every event.
For Tokyo 2020, several adaptations have had to be made to provide
the ever-more-critical digital services Atos delivers to the event,
which will be the most connected Olympic Games in history.
By quickly adapting to the COVID-19 pandemic, Atos shown
resilience and flexibility to enable fans and all stakeholders worldwide
to keep track of their favourite athletes.
Like athletes, Atos experts have prepared for the event years in
advance. When it comes to the Olympic Games, there are no second
chances. In 2020, they completed the first phase of technology
rehearsals digitally, managing 24/7 operations remotely from
Barcelona and capitalising on the Atos sustainable cloud delivery
model of build once, use many times.
To ready the results diffusion services, Atos provides data to the
official Tokyo 2020 application and website, including the results
page, athletes’ biographies and medal tables. Testing has been
thorough; the team increased the volume of data by 30 per cent
during these testing phases in anticipation of more connections
than originally planned. Fans, journalists and commentators will
follow competitions remotely around the world, and their
experiences must be frictionless.
With the circumstances following the COVID-19 pandemic, Tokyo
2020’s objective is to ensure safe and secure Games for athletes
and all event stakeholders. As a trusted partner, Atos will play
its part by digitally securing the critical services needed for the
successful delivery of the most connected Olympic and Paralympic
Games in history.

Marketing Media Guide

2021 Edition

Innovations for Tokyo 2020
• Cloud: For the first time during a summer edition of the
Olympic Games, Atos will deliver and fully manage all critical IT
services remotely through the cloud. This approach enhances
delivery consistency, efficiency, and effectiveness. Atos has
also implemented cloud-native applications for the first time in
Tokyo, improving efficiency by allocating sufficient resources –
a sustainable method to develop applications.
• Edge computing: For the first time in Tokyo, Atos will
orchestrate edge computing in competition venues.
Competition data collected at the venues will be processed
and transmitted in real-time with the support of on-venue local
edge techniques.
• Advanced Access Control System (AACS): The most innovative
access control system in Olympic history. The AACS will ensure
accredited Olympic family members can safely and efficiently
access the hundreds of venues’ entry points. Atos is responsible
for the overall AACS and will reinforce security systems at the
event with Panasonic solutions and with the integration of NEC
software.
• Modernisation of applications: For Tokyo 2020, Atos has
enhanced digital transformation through the modernisation
of applications. While apps were previously arranged by user
type, Atos has evolved to microservices to improve productivity
and speed.

MEDIA CONTACTS
Sylvie Raybaud

Lucie Duchateau

sylvie.raybaud@atos.net

lucie.duchateau@atos.net

+33 6 95 91 96 71

+33 7 62 85 35 10

For more information, visit www.atos.net

The Technology Operations Centre will be the nerve centre for technology at Tokyo 2020

twitter.com/atos

instagram.com/atosglobal

facebook.com/atos

linkedin.com/company/atos

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Olympic Partnerships

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Bridgestone

Bridgestone's high-performing tyres will be fit on more than 3,000 Games-time vehicles

“In this era of extraordinary social and economic change, the
Bridgestone mission to serve society and contribute to its advancement
is more relevant than ever. These core values align with the spirit of the
Olympic and Paralympic Movements, and they are represented in our
support of the incredible athletes who embody the perseverance and
passion needed to overcome adversity.”
Shu Ishibashi, Member of the Board, Global CEO and Representative Executive Officer, Bridgestone Corporation

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The Olympic and Paralympic Games Tokyo 2020 are a special
moment for Bridgestone as the only Worldwide Olympic and
Paralympic Partner with its global headquarters located in the
host city.
Already one of the world’s largest tyre and rubber companies,
Bridgestone is also a global leader providing sustainable mobility
and advanced solutions. The company was founded in Japan 90
years ago with the mission of “Serving Society with Superior Quality,”
and this commitment continues into the future through its vision
to provide social and customer value as a sustainable solutions
company. Bridgestone strives to improve the way people move, live,
work and play through all of its activities, and will demonstrate these
efforts through its support for the Olympic and Paralympic Games
Tokyo 2020.

Bridgestone at the Olympic and Paralympic
Games Tokyo 2020
In addition to serving as the Official Tyre of the Olympic and
Paralympic Games, Bridgestone will contribute a wide range of
solutions, services, and expertise to help support a safe and smooth
Games-time experience for everyone involved. As a global leader in
sustainable solutions beyond tyres, this includes supplying a variety
of innovative, diversified products and services that are engineered
to support reliable and accessible mobility, earthquake readiness,
building efficiency and more. The highlights include:
• Keeping the official IOC and IPC fleets in motion by providing
its high-performing tyres to fit more than 3,000 vehicles,
including cars and buses, unique concept vehicles that will help
move athletes and officials, competition support vehicles, and
more. Bridgestone is also offering its network of automotive
service centres in Japan to provide regular tyre checks and any
necessary tyre services.
• Supplying more than 800 non-motorised bicycles that will offer
convenient mobility for Tokyo 2020 staff, volunteers, and athletes.
• Ensuring earthquake-ready venues through the cutting-edge
seismic isolation bearings installed at the Tokyo Aquatics
Centre and Ariake Arena. These flexible structural supports
isolate a structure from the ground to help reduce the spread
of seismic shock and decrease the chance of damage in the
event of an earthquake.
• Supplying specially-designed track bicycles for Team Japan
athletes competing in the sprint events at Tokyo 2020.
• Applying its tyre and rubber expertise to develop advancements
in equipment for Team Bridgestone Para athletes in Japan,
including rubber soles for prosthetic running blades and tyres
for wheelchair tennis players.

Bridgestone will supply more than 800 non-motorised bicycles that will offer convenient
mobility for Tokyo 2020 staff, volunteers, and athletes

Empowering Athletes – and All Individuals –
to Chase Their Dreams
Bridgestone has long believed in the power of sport to excite,
unite, and inspire people across all borders and backgrounds.
The company’s global Olympic and Paralympic message, “Chase
Your Dream,” aims to empower people of all abilities to persevere
through adversity in pursuit of their dreams, and it resonates now
more than ever.
Team Bridgestone athlete ambassadors are the primary voices for
these efforts, and the company is proud to help support the journey
of inspiring athletes around the world who serve as the heart of the
Olympic and Paralympic movements. Currently, Bridgestone has
partnerships with more than 70 inspiring Olympians, Paralympians,
and hopefuls in 20 countries to represent the brand as ambassadors
– its largest global Team Bridgestone roster to date.

MEDIA CONTACTS
Keith Cawley

Yuichi Soejima

CawleyKeith@bfusa.com

yuichi.soejima@
bridgestone.com

+1 440 725 2312

+81 70 3193 1421

For more information, visit www.bridgestone.com

twitter.com/teambridgestone

youtube.com/user/
BridgestoneChannel/videos

facebook.com/TeamBridgestone

instagram.com/teambridgestone

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Olympic Partnerships

Coca-Cola

The Coca-Cola Company has supported 13 Olympic Torch Relays

Olympic & Paralympic Games
Coca-Cola has supported every Olympic Games since 1928 and will
once again refresh Olympic athletes, officials, volunteers and fans
with its beverages and engage consumers during Tokyo 2020, which
marks The Coca-Cola Company’s first Games as a Worldwide Partner
of both the Olympic and Paralympic Games.
Coca-Cola has been a proud supporter of the Paralympic
Movement since it became a presenting partner at Barcelona in
1992, and the company is excited to take its partnership with the
Paralympic Movement to new heights as part of the Tokyo 2020
Paralympic Games.
In addition, The Coca-Cola Company is committed to fostering an
inclusive culture that reflects the diversity of the markets it serves.
It is proud to join other business leaders in The Valuable 500,
which seeks to place the inclusion of people with disabilities on
the agendas of business leaders within the company and around
the world.

Sustainability
Coca-Cola System Japan supports the Olympic Games Tokyo 2020
sustainability concept: "Be better, together - For the planet and the
people." Together with the Tokyo 2020 Organising Committee and
other partners, Coca-Cola is working to realise a more sustainable
society in Japan and around the world, through the three themes
of resources, inclusion and communities.

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“Coca-Cola is proud to be
a Worldwide Olympic and
Paralympic Partner for Tokyo 2020.
We are honoured to be a part of the
movement that makes it possible
for athletes from all over the world
to come together to pursue their
dreams and be a part of history. As
Presenting Partner for the Tokyo
2020 Olympic Torch Relay, our goal
is to spread the excitement of the
Olympic spirit by offering a once
in a lifetime opportunity to be part
of the Olympic Movement.”
Manolo Arroyo, Global Chief Marketing Officer,
The Coca-Cola Company

• Resources: Along the route of the Tokyo 2020 Olympic Torch
Relay, Coca-Cola has been distributing 100 per cent recycled PET
bottle products. Most of the bottles distributed and consumed at
the competition venues will be turned into Coca-Cola products
again through bottle-to-bottle recycling. Tokyo 2020 Olympic
Torchbearer uniforms are made in part from fibres made from
recycled PET bottles collected within The Coca-Cola System.
Recycled PET bottle fibres are also used for the prefectural
muffler towels distributed along the route and for the uniforms of
Coca-Cola employees and volunteer staff. Finally, Coca-Cola will
be providing every Olympian with a Powerade-branded squeeze
bottle, while Paralympians will receive Aquarius-branded bottles.
• Inclusion: Team Coca-Cola is recruiting 80 Placard Bearers,
who will lead the Parade of Nations as part of the Olympic and
Paralympic Opening Ceremonies. As athletes from around the
world come together at the Opening Ceremonies, bringing
their unique and diverse personalities, Coca-Cola believes that
the Placard Bearers will play a very important role in helping to
celebrate this diversity. Coca-Cola hopes to recruit a diverse group
of people, of all genders and backgrounds; people who wish to
experience this once-in-a-lifetime opportunity to lead the Olympic
and Paralympic athletes into the Opening Ceremonies. Coca-Cola
Japan also supports Pride House Tokyo, a pop-up information
centre and events venue that aims to create a permanent safe
space for the next generation of LGBT+ youth as an enduring
legacy of the Olympic and Paralympic Games Tokyo 2020.
• Communities: Coca-Cola Japan and five bottler companies are
supporting the Olympic Games Tokyo 2020, along with customers
across the country, by installing "Olympic and Paralympic Support
Vending Machines" where a portion of the proceeds will be
donated to the athletes. Several thousand Olympic and Paralympic
Support Vending Machines have been installed nationwide.

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Olympic Torch Relay
Starting with the Olympic Games Barcelona 1992, The Coca-Cola
Company has supported 13 Olympic Torch Relays, helping to recruit
more than 126,000 torchbearers. Coca-Cola torchbearers have run
over 400,000km – the equivalent of running around the Earth ten
times – and Coca-Cola has refreshed and entertained hundreds of
millions of fans along the way.
As a Presenting Partner of the Tokyo 2020 Torch Relay, Coca-Cola
held a nationwide Olympic Torchbearer recruitment campaign in
summer 2019 to ignite public attention for the coming Games and
participation in the Olympic Torch Relay.
For the 121 days of the Olympic Torch’s journey across all 47 of
Japan’s prefectures, the Coca-Cola sponsored convoy truck and
Team Coca-Cola have been engaging the public and bringing
excitement and enthusiasm for the start of the Games.

PlayNation Games Hub
In addition to its incredibly popular loyalty mobile application
in Japan, Coke ON, Coca-Cola has developed a virtual
brands experience for the Olympic Games Tokyo 2020 called
PLAYNATION. PLAYNATION has transformed brand experiences
into the digital space. The Coke ON app is driving engagement
while contributing to the digital transformation of the fan
experience. This is especially important this year given the
reduced number of fans allowed along the Torch Relay route and
in attendance at the Games. PLAYNATION provides a platform for
Coca-Cola to engage with fans in Japan, and abroad.
The PLAYNATION hub provides group experiences and games that
can be played anywhere, whether through the Virtual Torch Relay,
or gamification experiences. Coca-Cola will offer exclusive video
content through unlockable rewards based on user engagement
across the platform released throughout the Games.

Pins
Coca-Cola has been at the heart of pin trading, a treasured fan
experience that celebrates the spirit of the Games, since the
Olympic Winter Games Calgary 1988. In light of the pandemic,
the Olympic Games Tokyo 2020 required events on the ground
to look a little different this year. For example, Coca-Cola is working
in partnership with Amazon to give away pins representing each of
Japan’s 47 prefectures to consumers who purchase eligible
Coca-Cola beverage products across the portfolio. The company
has also launched a digital pin initiative running via the Coke
ON app in Japan, which allows users to trade and collect pins
digitally. This is an important activation in driving vending machine
transactions and engaging with fans safely across the country.

Coca-Cola is recruiting 80 Placard Bearers, who will lead the Parade of Nations as part of the
Olympic and Paralympic Opening Ceremonies

COVID-19
The health and safety of everyone who participates in the Olympic
and Paralympic experience is of paramount importance to CocaCola. The company remains committed to working together with
the IOC, the International Paralympic Committee (IPC) and the
Tokyo 2020 Organising Committee to create successful and safe
events that adhere to the outlined playbooks with the flexibility and
agility to adjust plans as necessary.

MEDIA CONTACTS
Global Media
press@coca-cola.com

Japan
ccjc-pr@coca-cola.com

For more information, visit www.coca-colacompany.com

twitter.com/CocaColaCo

facebook.com/TheCocaColaCo

instagram.com/TheCocaColaCo

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Dow

Tokyo’s new Olympic Stadium has been constructed with multiple Dow technologies in paints, coatings, insulation and wiring

“Dow is proud to support the
Olympic Movement, which has
a long tradition of celebrating
the enduring human spirit. As
the Games’ Official Chemistry
Company, it is a distinct honour
for us to demonstrate the powerful
connection between sport and
science on the world’s largest
athletic stage and bring new levels
of materials science innovation
and sustainability to many
Olympic Games”
Michael Reed, Vice President, Dow Sports Marketing Solutions

A Worldwide Olympic Partner, the Official Chemistry Company of
the Olympic Movement, and the Official Carbon Partner of the IOC,
Dow combines global breadth, asset integration and scale, focused
innovation, and leading business positions to develop premier
materials science solutions.
The company’s ambition is to become the most innovative, customer
centric, inclusive and sustainable materials science company, with
a purpose to deliver a sustainable future for the world through
materials science expertise and collaboration with partners. Dow’s
portfolio of plastics, industrial intermediates, coatings and silicones
delivers a broad range of differentiated science-based products and
solutions for its customers in high-growth market segments, such
as packaging, infrastructure, mobility and consumer care.
With a long heritage of innovation and leadership in both highperformance sports and sustainability solutions, Dow has been
a supplier of technologies for the Olympic Games since 1980.
From coating emulsions and insulation sealants to elastomers for
electronic wiring, Dow continues to support the Olympic Games
with solutions that enhance sustainability and serve as a catalyst
for better building performance and a more enjoyable experience
at Tokyo 2020.

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Bringing Together Sport and Science for a
Sustainable Future
Dow’s ambition is to become the most innovative, customer centric,
inclusive and sustainable materials science company. Within Dow’s
2025 Sustainability Goals, the Company is collaborating with likeminded partners, including the IOC, to help lead the transition
to a more sustainable planet and society. This transformative
collaboration unites the platform of sport and the power of science
to catalyse the adoption of state-of-the-art technologies for a
positive climate legacy.

Dow's solutions are present in numerous Tokyo 2020 venues, including the Olympic Stadium

Opening Ceremony at Historic Olympic Stadium
Serving as the main venue for the Olympic Games Tokyo 1964,
Tokyo’s new Olympic Stadium has been reimagined for the
Olympic Games Tokyo 2020 and constructed with multiple Dow
technologies in paints, coatings, insulation and wiring.
While the eyes of the world are on the athletes, Dow’s solutions will
be working behind-the-scenes to help enable, protect, enhance
and maintain the integrity and performance of key infrastructure
systems for the 72,400-square-metre Olympic Stadium.

As the Official Carbon Partner of the IOC, Dow ignites action among
organisations both within and outside of the Olympic Movement
to adopt technologies and practices that meet local market needs
and deliver real third-party verified climate benefits. Alongside
customers and key partners, Dow is bringing innovation and
carbon expertise to tailored mitigation projects in building energy
efficiency, packaging and recycling, and industrial applications.
The cumulative results of Dow’s carbon programmes—which
include Sochi 2014, Rio 2016 and Dow’s carbon partnership with
the IOC—have delivered more than 5 million tonnes of CO2e
reductions, received several external recognitions and have allowed
the IOC to become carbon neutral, balancing its operational carbon
footprint for the period 2017-2020. Both Dow’s 2025 Sustainability
Goals and the IOC Sustainability Strategy closely align to the UN’s
2030 Agenda for Sustainable Development and the 17 Sustainable
Development Goals.

MEDIA CONTACTS
Look of The Games
Creating a unique look and feel for the Olympic Games calls for
signage and banners to customise the experience and build event
atmosphere. Dow is working with Toppan Printing to give such
signage a second life, long after the Closing Ceremony.
Dow elastomer technology is used to create a new polyolefin-based
fabric for temporary banners with improved recyclability. Once the
events have concluded, signage will be collected and upcycled into
different products such as benches, floors and more.

A Lasting Legacy Through Retrofit Venues
The Tokyo 2020 venues are said to represent the proud heritage
of Japan, the legacy of Tokyo 1964 and the bright future of Tokyo’s
urban development. More than half of the 43 Olympic venues are
existing facilities, and nine of the retrofit structures are outfitted with
building solutions powered by Dow technologies to help elevate
the performance and aesthetic of facades, building envelopes and
electrical systems while delivering a sustainable legacy.
That legacy includes uniting the old with the new, reimagining
retrofit venues to serve the city and its residents for the next
decade and beyond. To help bring 50+ year-old facilities to the
cutting-edge, Dow technologies are used in the following buildings:
Olympic Stadium; Olympic Village; Equestrian Park; Saitama
Super Arena; Kasai Canoe Slalom Centre; Sea Forest Waterway;
Sea Forest Cross Country Course; Nippon Budokan; International
Broadcast Centre and Main Press Centre.

Linda Lim

Beth Crisafi Smith

Business Communications
Director
Dow Sports Marketing Solutions

G&S Business Communications

llim2@dow.com
+65 9626 7662

bcrisafi@
gscommunications.com
+1 929 388 4605
+1 646 248 1194

For more information, visit www.dow.com/en-us/news; corporate.dow.com/en-us/about/
partnerships/sports.html#news; or corporate.dow.com/en-us/about/partnerships/
sports/sponsorships/olympics/tokyo.html

twitter.com/DowSports

instagram.com/dow_official

facebook.com/dow

linkedin.com/showcase/
dow-olympic-sports-solutions

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GE

GE is providing medical diagnostic equipment for the Polyclinic and Games venues

“GE looks forward to providing innovative healthcare, energy,
and digital solutions for the Tokyo Olympic Games.”
Eriko Asai, President & CEO, GE Japan

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2021 Edition

MEDIA CONTACTS
Megumu Tok Tanefusa
megumu.tok.tanefusa@
ge.com
+81 80 36964102

Mathilde Milch
mathilde.milch@ge.com
+1 347 267 6821

For more information, visit www.ge.com

GE's Athlete Medical Records help clinicians provide treatment for athletes at the Games

GE is the exclusive provider of a wide range of innovative products
and services that are integral to staging a successful Olympic Games.
From healthcare solutions for athletes to power connectivity across
the Olympic venues, GE is delivering critical, innovative services for
the Olympic Games Tokyo 2020.
Powered by GE Healthcare’s Edison platform, GE’s proprietary
Athlete Medical Records is a cloud-based solution that will allow
medical personnel across the Games to access and manage athletes’
medical files in a safe, secure way. This will help clinicians provide
proper treatment while protecting athletes’ personal medical data.
GE is also providing medical diagnostic equipment for the Polyclinic
and the venues.
GE Renewable Energy’s Grid Solutions will also provide
uninterrupted power supplies and switchgear for the International
Broadcast Centre, Athlete’s Village, and other venues, ensuring
stable and continuous power distribution. Meanwhile, GE Digital’s
centralised Energy Monitoring System (EMS) will enable energy
management across 36 event venues for the Olympic and the
Paralympic Games. EMS provides real-time visibility of energy use,
enabling prompt diagnosis and problem-solving, as well as greater
efficiency and reliability.

GE technology will help provide uninterrupted power supplies in the Athlete’s Village

twitter.com/generalelectric

youtube.com/ge

facebook.com/ge

instagram.com/generalelectric

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Olympic Partnerships

Marketing Media Guide

2021 Edition

Intel

Intel is working with the IOC to reimagine the future of the Olympic Games through new levels of interaction, connectivity, and fan experiences

“Intel plays a key role in accelerating the adoption of new technologies
by working across the Olympic Movement to integrate technology into
many facets of the Games – from sporting event operations and sports
performance to improvements in host city infrastructure and providing
data-rich fan experiences.”
Rick Echevarria, Intel’s Vice President and General Manager of Intel’s Olympic and Paralympic Programme Office

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Olympic Partnerships

As a Worldwide Olympic Partner, Intel is working with the IOC to
reimagine the future of the Olympic Games through new levels of
interaction, connectivity, and fan experiences.
Intel works across the Olympic Movement with other Olympic
Partners, National Olympic Committees and Organising Committees
to integrate technology into many facets of the Olympic Games
– including host city infrastructure, Games operations, athlete
performance and data-rich fan experiences.
Beginning with the Olympic Winter Games PyeongChang 2018,
Intel has raised the bar by accelerating the adoption of new
technologies like 5G, artificial intelligence, immersive media,
drones, e-sports event integrations, and other silicon solutions
to enhance the Olympic Games.
Intel expands the boundaries of technology to make wonderful
experiences possible. Intel is a world leader in the design and
manufacturing of essential products and technologies for an
increasingly smart, connected world, with a commitment to a
purpose of enriching the lives of every person on earth.
Intel is also supporting the Olympic Games and the Olympic
Movement in a wide range of areas:

Athlete Support:
• Athlete 365 Support (Mentorship, Career Development, LinkedIn
Learning, and Mindspace)
• Intel Elite Athlete Recruitment Pilot programme

Marketing Media Guide

2021 Edition

Sustainability:
• Venue Simulation System

Gender Equality and Inclusion:
• Intel is now a part of the Valuable 500 (and supporting the
#WeThe15 IPC Campaign)
• Intel’s USD 20 million RISE Technology Initiative (IRTI). For additional information on RISE, click here
• Intel announced a new industry coalition, the Alliance for Global
Inclusion, and have developed shared diversity and inclusion
metrics. For more information on the Alliance for Global Inclusion,
please click here

Fan Engagement:
• Intel World Open – Intel is engaging fans around the world through
this virtual e-sports tournament to connect them to the Olympic
Games in new and innovative ways
• Intel True View, VR and 3D Athlete Tracking (3DAT) are bringing
fans closer to the action than ever before.

MEDIA CONTACTS

• USOPC Laptop donation with Samsung (providing all Team USA
athletes with laptops)

Monika Lischke (HQ)
Innovations/New Technologies for Tokyo 2020:
• 5G Infrastructure
• 3D Athlete Tracking (3DAT)
• Intel True View

Norikazu Aoki (Japan)

monika.lischke@intel.com

norikazu.aoki@intel.com

+49 (0) 15221 868453

+81 90 8810 1803

For more information, visit Intel.com, Intel.com/Olympics or newsroom.intel.com/tag/
Olympic-Games

• Intel vPro PCs for Tokyo 2020 operations
• Mobileye integration in Tokyo Municipal Government Buses
• Smart Venue/Data Collection Efforts to improve future Games

twitter.com/intel

instagram.com/intel

twitter.com/weareintel

instagram.com/weareintel

twitter.com/intelnews

COVID Counter Measures:

twitter.com/intelbusiness
linkedin.com/company/intel-corporation

• USOPC Data Collection Efforts to expedite the re-opening of
USOPC facilities
• IOC Data Collection Efforts (Athlete Village main cafeteria and
casual dining real-time capacity monitor)
• Intel’s USD 50 million Pandemic Response Technology Initiative
(PRTI). For additional information on PRTI, click here

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linkedin.com/showcase/intel-business
facebook.com/intel

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OMEGA

At Tokyo 2020, OMEGA will take timekeeping into an exciting new era of motion sensing and positioning technologies

“For the 29th time since 1932, OMEGA is thrilled to be fulfilling the
role of Official Timekeeper at the Olympic Games. We know that Tokyo
2020 will be well worth the wait and that every athlete will be eager to
make their mark at this prestigious competition. We are looking forward
to recording their dreams and bringing our very best timekeeping
technology to measure every single event.”
Raynald Aeschlimann, President and CEO, OMEGA

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Tokyo 2020 Timekeeping Technology

OMEGA’s Tokyo 2020 Watches

For almost 100 years, OMEGA has been developing and evolving
the critical timekeeping equipment that athletes, judges and fans
depend on at each edition of the Olympic Games. Having long
ago surpassed the need for mechanical stopwatches, the Swiss
watchmaker now relies on 400 tonnes of state-of-the-art technology,
which includes vital tools such as photo-finish cameras, highresolution scoreboards, electronic starting pistols, quantum timers,
and the iconic swimming touchpads.

Three unique OMEGA timepieces have been created in tribute to
the Olympic Games Tokyo 2020. Each one offers a special touch of
sporting flair and delivers the perfect keepsake for sports fans and
watch collectors.

At Tokyo 2020, the advancements will continue, as OMEGA
takes timekeeping into an exciting new era of motion sensing and
positioning technologies. Following on from PyeongChang 2018,
this ground-breaking revolution will change the way that athletic
performance is measured, and also present the sporting events like
fans have never seen them before.
From the very beginning of Tokyo 2020, OMEGA will be able
to tell the complete story of each event as it happens. The new
technologies will be able to capture a comprehensive range of
real-time data - such as live speeds, live positions, acceleration,
distances between athletes, and even the number of strokes that
a swimmer takes.
This competition relevant information will show exactly how an
athlete reached their final time and result – ideal for athletes and
coaches to understand where they won or lost time. It will also be
beneficial for fans, giving them added depth, drama and insight into
the sport they’re watching.

The Seamaster Aqua Terra Tokyo 2020 Limited Edition is a 41mm
stainless steel model notable for its polished blue ceramic dial
finished with a laser-engraved Tokyo 2020 emblem. Limited to just
2,020 pieces, the watch is Master Chronometer certified at the Swiss
industry’s highest standard of precision and magnetic resistance.
The Seamaster Planet Ocean Tokyo 2020 Limited Edition pays tribute
to the flag of host country Japan, with its polished white ceramic dial
featuring a red lollipop central seconds hand. The 39.5mm case is in
stainless steel and includes a white ceramic bezel ring with its diving
scale in OMEGA Liquidmetal™.
Finally, the Seamaster Diver 300M Tokyo 2020 completes the range
with a 42mm case in stainless steel. The watch is mounted with a
blue ceramic bezel ring filled with a white enamel diving scale, while
the polished white ceramic dial delivers extra depth provided by the
laser-engraved waves. Behind the sapphire crystal on the caseback,
there is a transferred Tokyo 2020 emblem.

MEDIA CONTACT
OMEGA Press Office
press@omega.ch
+81 80 7138 6790

For more information, visit www.omegawatches.com

OMEGA will use 400 tonnes of state-of-the-art technology at the Games

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twitter.com/OMEGAWatches

instagram.com/OMEGA

facebook.com/OMEGA

weibo.com/omegawatches

Line: OMEGA

WeChat: OMEGA_Official

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Panasonic

Panasonic's cutting-edge audio-visual equipment will be used throughout Tokyo's Olympic venues

“It is a great honour for Panasonic to be a partner of the IOC and to
work with Organising Committees for more than 30 years. We are proud
to provide cutting-edge AV equipment solutions that will deliver the
sights, sounds, and unique excitement of the Tokyo 2020 Games. In
close cooperation with the IOC, we will continue to conduct activities
to energise the world.”
Yoshihiro Morii, Executive Officer, in charge of Brand Strategy, Panasonic

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Olympic Partnerships

Panasonic became a Worldwide Olympic Partner in 1987, when it
joined the TOP Programme as a charter member, and for over 30
years has been supporting the Olympic Games with its cuttingedge AV equipment solutions.

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Youth engagement

The Technologies Supplied to the Stadiums
Panasonic unveiled the technologies used to upgrade two Olympic
venues in Tokyo, the National Stadium and the Ariake Tennis Park.
To the National Stadium, Panasonic delivered various equipment
essential to stadium operation, including large screen displays and
audio systems to amplify excitement; stadium lights to illuminate
the field and create an unforgettable ambiance for fans; and
approximately 600 digital signage systems, the largest delivery of
such systems.
The Ariake Coliseum, known as the "apex of Japanese tennis", has
been furnished with RAMSA line-array speakers. Panasonic installed
thirty-six WS-LA500AWP speakers (two columns of eight speakers
and five columns of four speakers) to the existing structure, selected
for its significant sound quality. Despite the venue’s retractable roof,
the system operators are able to adjust sound levels at any time to
match each point of the venue. Pre-set parameters create optimal
sounds regardless of whether the roof is open or closed.

Panasonic's Sports Change Makers programme acts as an innovation incubator

Panasonic has spearheaded the innovation incubator programme,
“SPORTS CHANGE MAKERS.” Students from around the world
developed ideas utilising AV technology to cultivate the values and
showcase the attractiveness of Olympic and Paralympic sports. This
summer, four finalists from regional qualifiers in Tokyo, Beijing, Paris,
and Los Angeles will present their ideas to the IOC and the IPC.

Other Emerging Technologies
Panasonic supported the Olympic Games Tokyo 2020 “One Year
to Go” ceremony by providing real-time tracking and projection
mapping technology. According to company research (as of 24 July
2019), Panasonic achieved the industry's lowest latency between
object detection and image transmission at just 0.0016 seconds, or
less than one-tenth that of conventional devices.
Panasonic has continued to be a reliable source of energy
management solutions for the Olympic Games Tokyo 2020 by
supplying the Olympic Village with a complete set of ‘ziaino’ air
purifiers along with air conditioning systems equipped with ‘nanoe’
technology. The products will contribute to the delivery of a safe and
secure Games. Panasonic has also provided hydrogen-powered
residential heating.
Panasonic’s electric bicycles have been used at both the Olympic
triathlon and Para triathlon qualification events. During the Olympic
Games Tokyo 2020, electric bicycles will be delivered to the cycling
track as the lead bicycle.

Panasonic is a founding partner of the IOC Young Leaders programme

In addition, Panasonic supports the IOC Young Leaders programme
as a founding partner. The programme engages and empowers
inspirational young people by providing coaching, funding, and
granting them a network of mentors to start grassroots sports
projects in their communities.

MEDIA CONTACT
olympic@gg.jp.panasonic.com

For more information, visit www.panasonic.com/global/olympic.html

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P&G

P&G's Your Goodness is Your Greatness film spotlights those who are using their voices and their platforms for positive change

“Over the past decade, we have been honoured to tell the stories of
amazing athletes and those who have supported them on the journey
to achieving their Olympic and Paralympic dreams. When those dreams
were put on hold in 2020, we were inspired as they stepped up to help
others and serve their communities. By putting others above themselves
and lending their time and resources, these accomplished athletes show
that their goodness is their greatness.”
Marc Pritchard, P&G Chief Brand Officer

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Further, P&G is donating more than 60,000 face shields, made from
recycled public plastic collection, for those working at Tokyo 2020.
At the start of the Games, the brand will celebrate this donation at
the P&G Showcasing Pavilion, located in the 2020 Fan Park.

Showcasing Love in Action
The film Love Leads to Good explores the important role parents
have in raising their children to be good people. It shows the
moments of teaching that build a child into a champion – as an
athlete and as a human being – depicting how the choice to be a
good person, above all else, reflects the lessons of love taught by
those who raise them. The film is available here.
P&G's “Good is Gold” series includes the inspirational story of diver Tom Daley (Great Britain)

For the Olympic Games Tokyo 2020, Procter & Gamble’s campaign
is inspired by the many Olympic and Paralympic athletes who
are not only achieving athletic greatness but are also stepping
up to take action for good, making a positive difference in their
communities. Through these acts of good, athletes have shown
that their goodness is truly their greatness, and P&G is honoured
to tell their stories.
These incredible athletes are the focus of P&G’s Olympic Games
Tokyo 2020 programme, the latest chapter in P&G’s worldwide
“Lead with Love” campaign, uniting P&G’s longstanding
citizenship efforts of Community Impact, Equality & Inclusion
and Environmental Sustainability.

Shining a Light on Athletes’ Acts of Good
Inspired by athletes doing good in the world, P&G is taking action
to encourage even more positive change through the Athletes
for Good Fund. With the IOC and the International Paralympic
Committee (IPC), P&G is proud to support the efforts of the 52
recipients making positive contributions in P&G’s citizenship areas.
With more than USD 500,000 in grant funding, the Athletes for
Good Fund contributes to P&G’s commitment of 2,021 Acts of Good
in 2021.
During Tokyo 2020, P&G will be hosting a panel discussion with
several recipients to discuss the positive impact of their acts of
good, both on and off the field of play.

In celebration of the athletes who show their goodness on and off
the field of play, the Your Goodness is Your Greatness film spotlights
those who are using their voices and their platforms for positive
change. It demonstrates to the world that the true measure of
greatness is goodness. To view the film, click here.
P&G’s global Tokyo 2020 campaign includes a documentary-style
film series co-created with the IOC entitled “Good is Gold,” which
tells the moving, real-life stories of four Olympic and Paralympic
athletes and hopefuls as they take action against bias and inequality.
You can view the films at www.olympics.com/PG.

MEDIA CONTACTS
Jeannie Tharrington

Jenna Hreshko

Senior Director, Procter &
Gamble Communications

Vice President, MMK+
Communications

tharrington.jm@pg.com

jhreshko@hellommc.com

+ 1 513 236 6796

+ 1 212 484 6828

James Talamo
Managing Account Supervisor,
MMK+ Communications
james.talamo@ketchum.com
+ 1 212 796 9830
For more information, visit Olympics.com/PG

Uniting to Advance Environmental
Sustainability
With Tokyo 2020, P&G is using the world’s biggest sporting stage
to promote environmental sustainability with The Podium Project.
In partnership with the Tokyo 2020 Organising Committee and
the IOC, the Olympic and Paralympic medal podiums are created
from recycled plastic. This meaningful project incited excitement
throughout Japan, with the public collection extending to schools,
offices and beyond.

twitter.com/proctergamble

instagram.com/proctergamble

facebook.com/proctergamble

linkedin.com/company/
procter-and-gamble

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Samsung

Samsung's support of Tokyo 2020 includes providing athletes with exclusive phones, engaging fans at its Galaxy Harajuku showcase, and launching the #StrongerTogether Challenge

“Samsung's partnership with
the Olympic Movement enables
us to use the platform of sport
to demonstrate how we have
connected fans with the Games
for over 30 years. We are proud
to be a part of the Olympic
movement and committed
to empowering meaningful
connections through our
technological contributions.”
YH Lee, CMO & Executive Vice President, Samsung Electronics

Samsung’s relationship with the Olympic Movement began at the
Olympic Games Seoul 1988 as a local sponsor. Samsung elevated
its partnership to Worldwide Olympic Partner for the Olympic
Winter Games Nagano 1998. As the Olympic Partner in the Wireless
Communications and Computing Equipment category, Samsung
is dedicated to unifying athletes and fans worldwide through its
innovative technology. Samsung has partnered with the Olympic
Movement for over 30 years and will continue its commitment
through Los Angeles 2028.

Galaxy S21 5G Tokyo 2020 Athlete Phone
Samsung will continue its legacy of supporting athletes by providing
them with exclusive Galaxy S21 5G Tokyo 2020 Athlete Phones to
help maintain real-time connections, keep up with information, as
well as capture and share memories of the Games. The limitededition phone features Olympic rings designed to commemorate
Tokyo 2020.

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Innovation and Technology

Fan Engagement at Tokyo 2020

Samsung is dedicated to providing advanced mobile technology
for Tokyo 2020 so athletes and fans can experience the Olympic
spirit wherever they are in the world. As a result, Samsung recently
launched the Galaxy S21 5G Tokyo 2020 Athlete Phone, which
features a head-turning, iconic design, an epic pro-grade camera,
and the most advanced processor ever in a Galaxy device. Samsung
is creating new mobile experiences for the Games that open up new
possibilities with its latest 5G advancement, Galaxy smartphones
and ecosystem.

To bring fans together no matter where they are, Samsung’s
initiatives include:

Covid-19 Support

• The '#TweetToClap' campaign, which will bring the fan applause
back to the ears of our Olympians – with the ingenuity of social
media and Galaxy.

Samsung has donated funds and goods to communities worldwide
to support ongoing Covid-19 relief efforts. Samsung will pre-install
the COCOA App for Covid-19 contact tracing and safety protocols
on all Galaxy S21 5G Tokyo 2020 Athlete Phones, which will be
distributed pre- and during Games-time, to further ensure health
and safety on the ground for athletes and officials.

• An on-site presence at 'Galaxy Harajuku' to showcase its latest
product offerings and welcome attendees during Games-time.

Sustainability and Digital Engagement
Ahead of Tokyo 2020, Samsung partnered with the IOC more
closely on its digital campaign, the #StrongerTogether Challenge,
to engage athletes and fans around the world to stay connected by
walking together within the virtual space of the Samsung Health
app. The participants can earn special Olympic badges and tokens
that they can share on their social media channels. During the
Challenge, participants can visit Sustainable Development Goal 4
‘Quality Education’ on Samsung’s Global Goals web to learn more
about overcoming the global education inequality.

Digital Transformation of the Games

• The 'Samsung Galaxy Media Showcase', which will provide
virtual experiences for Tokyo 2020 that will allow fans to connect
with the Games in more ways than ever before
• 'Team Galaxy Olympians and Paralympians', who will inspire
and connect with fans worldwide while spreading excitement
for the Olympic movement.

• Offering fans and athletes the chance to experience various
cultures from around the world in AR through 'World Lens',
developed and provided by the IOC and Samsung together in
the Tokyo 2020 official app.
• The '#StrongerTogether Challenge', a user-participating digital
campaign jointly developed with the IOC, which provides
Olympic fans around the world with the opportunity to feel the
power of becoming stronger when together while walking and
doing good together.

MEDIA CONTACTS
Yeji Kim

Keejae Kang

yejikim@samsung.com

keejae.kang@samsung.com

+82 10 3768 7666

+82 10 9063 3524

Jaemin Park
Samsung and the IOC are committed to building the digital future
of the Olympic Games and working together on strategies to
promote the values of Olympism and bring fans closer to the Games
than ever before. Through innovative digital experiences including
the Samsung Galaxy Media Showcase, augmented reality camera
filters on the official Tokyo 2020 app and virtual reality platforms
powered by 5G, Samsung is digitally bringing the world together
at the Games.

Derek Lee

jmin40.park@samsung.com

dh6979.lee@samsung.com

+82 10 9259 1176

+82 10 8831 6979

Robin Rhee
robin.rhee@samsung.com
+82 10 2742 7811

For more information, visit
www.samsungnewsroom.com,
www.galaxymobile.jp/tokyo2020/
and www.samsungmobilepress.com

Diversity and Inclusion
twitter.com/SamsungMobile

Samsung believes that innovation and growth are driven by an
inclusive culture and a diverse workforce. Samsung is committed
to creating a global team where everyone belongs and has equal
opportunities, and Team Galaxy – Samsung’s roster of Olympic and
Paralympic athletes – is further representation of this commitment.
Diversity is celebrated at Samsung, and essential to inspiring the
world and creating products of the future.

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youtube.com/samsung

twitter.com/Samsung

instagram.com/samsungmobile
facebook.com/samsungelectronics

instagram.com/samsung

linkedin.com/company/samsungmobile

tiktok.com/@samsung

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Toyota

Toyota's specially-designed "Tokyo 2020 Version" e-Palette vehicles will support athlete mobility at the Olympic and Paralympic Games Tokyo 2020, providing automated, loop-line
transportation in the Olympic and Paralympic Villages

“We believe that the power of sport lies in its ability to connect people
with diverse personalities and backgrounds as they compete towards
a common goal with mutual respect.”
Akio Toyoda, President, Toyota Motor Corporation

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Reflecting Toyota's commitment to providing "Mobility for All," the e-Palette includes
handrails and seats that are easy to use regardless of height

The vehicle will be controlled by an automated driving system, supported by an on-board
safety operator

Toyota Motor Corporation (Toyota) is a global mobility company,
headquartered in Toyota City, Japan, that has been making
cars since 1937. Today, Toyota employs approximately 370,000
employees in communities around the world, builds around 10
million vehicles per year in 29 countries, and sells them in more
than 170 countries.

MEDIA CONTACT

Toyota became an official partner of the International Olympic and
Paralympic Committees in 2015, signing an agreement that runs
through to 2024 in the first-ever mobility category, which includes
vehicles (including passenger cars, urban mobility vehicles and
commercial vehicles), mobility support robots, and mobility services
(including vehicle and road safety and transportation support
systems and services).
Toyota's values of continuous improvement and respect for people
are shared by the Olympic and Paralympic Games, which bring
together the entire world in friendship and solidarity to celebrate
the highest realisation of human potential. As a partner, Toyota aims
to encourage creating a peaceful society without discrimination
through sports and is committed to creating a sustainable society
through mobility.

bc-toyota-pr1@mail.toyota.co.jp

For more information, visit global.toyota/en or toyotatimes.jp/en/

twitter.com/ToyotaMotorCorp

youtube.com/user/toyotaglobal

facebook.com/ToyotaMotorCorporation/

Toyota believes that mobility goes beyond cars; it is about
overcoming challenges and making dreams come true, which is
encapsulated in the company's "Start Your Impossible" corporate
tagline and is the basis for its transformation from a car company to
a mobility company.

Toyota is supporting approximately 240 athletes from 43 countries and areas around the world as part of its "Global Team Toyota Athletes" initiative

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Visa

Tokyo 2020 will bring Visa’s largest and most diverse Team Visa athletes ever, with more than 100 athletes spanning 54 markets across 28 sports

“As one of the longest standing partners of the Olympic and
Paralympic Games, Visa is looking forward to Tokyo 2020 and
its unique ability to unite the world in a shared love of sport.
We are inspired by the resilience and dedication of our Team
Visa Olympic and Paralympic hopefuls who so closely reflect
The Games themselves: globally diverse, representative of new
emerging sports and larger than ever.”
Andrea Fairchild, Senior Vice President of Global Sponsorship Strategy, Visa

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Team Visa for Tokyo 2020 Roster Makes
Visa History

Marketing Media Guide

MEDIA CONTACTS
Kryssa Guntrum

Visa’s long-time partnership with the Olympic and Paralympic
Games is more than a sponsorship – it has always been about
empowering athletes to be successful both on the field and off.
The Team Visa programme was founded in 2000 with the aim of
providing athletes with the tools, resources and support they need
to achieve their lifelong dreams in sport and life beyond. To date,
Team Visa has celebrated and supported more than 500 Olympic
and Paralympic hopefuls.
Tokyo 2020 will bring Visa’s largest and most diverse Team Visa
athletes ever, with more than 100 athletes spanning 54 markets
across 28 sports, including representation from new sports,
including BMX freestyle, skateboarding, sport climbing, and surfing.
Team Visa athletes are selected based on athletic achievement,
character, and personal journey, and they embody Visa’s brand
values, including standing for gender equality and making an
impact in the community. In fact, since the beginning, women have
comprised more than half of the roster – underscoring Visa’s efforts
to empower more women athletes and shift the paradigm of brands
backing the development and programming of women’s sports.
As an extension of its Olympic partnership, Visa’s Olympians &
Paralympians in Business Development Programme (OPBDP)
offers a two-year rotational programme that introduces associates
to a variety of business areas at Visa. In advance of these
unprecedented Games, Visa is making history of its own as it
welcomes two OPBDP associates to Team Visa for Tokyo 2020.

On the Ground at Tokyo 2020
The Olympic and Paralympic Games have always provided a
platform for brands and sponsors to showcase the latest and
greatest innovations on the world stage. As the Worldwide Payment
Technology Partner, Visa is committed to leaving an impact on the
Japanese economy and its people both at Tokyo 2020 and beyond
the Closing Ceremony.
To ensure the best onsite digital payment experiences for athletes
and fans, and in support of the government’s “Cashless Japan”
initiative to double the total of payments made digitally to 40 per
cent by 2025, Visa will incorporate 5,000 contactless-enabled
payment terminals at 42 official event venues throughout Japan.
In doing so, Visa will help contribute to a safer and faster way for
athletes and fans to pay, allowing for a better onsite experience.

2021 Edition

Masako Hamada

kguntrum@visa.com

mhamada@visa.com

+1 415 805 4488

+81 3 3210 1762

For more information, visit visa.com or https://usa.visa.com/about-visa/sponsorshipspromotions/olympics-partnership.html

twitter.com/visa

youtube.com/visa

linkedin.com/company/visa

instagram.com/visa_us

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Domestic Partnerships

Under the direction of the IOC, the Tokyo 2020 Organising
Committee has managed its own domestic sponsorship
programme to support the delivery of the Olympic Games,
granting exclusive marketing rights within Japan.
The Tokyo 2020 domestic sponsorship programme consists of
three tiers – “Gold Partners” (Tier 1), “Official Partners” (Tier 2)
and “Official Suppliers” (Tier 3).
The following pages outline the essential support that the
Gold Partners are providing to Tokyo 2020.

For more information about Tokyo 2020’s domestic sponsorship programme, visit
olympics.com/tokyo-2020/en/organising-committee/marketing/sponsors/

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Tokyo 2020 Olympic Gold Partners

Asahi Breweries, Ltd.

ENEOS Corporation

Asahi Breweries, Ltd. produces and sells beer and other alcohol
beverages such as liquor, ready-to-drink beverages, wine, and
shochu, as well as non-alcohol beer-taste beverages. It works to
meet the diverse needs of its customers in the Japanese market
through the provision of a broad range of products in each beverage
category. The company has been proactively supporting the
Japanese Olympic and Paralympic team, promoting the Olympic
and Paralympic Movements, and helping to build excitement ahead
of the Games as the only beer producer designated as a Tokyo 2020
Gold Partner. Its core brand, Asahi Super Dry, is the official beer of
the Olympic and Paralympic Games Tokyo 2020, and the company
plans to use its interactions with large numbers of people at the
Games to contribute to making the event even more exciting.

ENEOS will support the Olympic Games Tokyo 2020 by supplying
essential energy sources such as petroleum, gas, hydrogen, and
electricity, and is committed to the creation of a new society based
on hydrogen energy, which is expected to become more widely used
owing to the opportunities provided by the Games. ENEOS operates
the largest network of service stations in Japan (approximately
13,000 locations). In 2021, each service station will function as a
hub to promote the Games and support events such as the Olympic
Torch Relay. ENEOS will also fulfill its responsibilities as a Gold
Partner to ensure the Games provide a human legacy well into the
future, implementing a variety of actions to bring high-powered
energy to all under its slogan, “ENERGY for ALL.”

ASICS Corporation
ASICS aims to contribute to the realisation of a healthy and
sustainable society by promoting sport in line with its vision to
‘create quality lifestyles through intelligent sport technology’.
ASICS will support the Olympic Games Tokyo 2020 though sporting
goods by producing official sportswear for the Japan National
Team and cooperating to provide uniforms to the Field Cast staff,
City Cast volunteers, and other people involved in the Games. The
company is striving to contribute to the Games at every level, and is
incorporating principles such as heat protection, sustainability, and
diversity into the apparel to be provided. As a Japanese sporting
goods manufacturer, ASICS takes pride in providing products and
services that will help to make the Olympic and Paralympic Games
Tokyo 2020 an event that Japan can be proud of.

Tokio Marine & Nichido Fire Insurance Co., Ltd.
Since 1879, Tokio Marine & Nichido Fire Insurance Co., Ltd. has
provided customers and society with a sense of safety and security
and been there to support them in their time of need. As a Tokyo
2020 Gold Partner in the category of non-life insurance, the
company will provide insurance and risk management services to
contribute to a safe and successful Games. Tokio Marine & Nichido
strongly believes in diversity and creating an inclusive environment
in which all employees can maximise their potential and contribute
to the sustainable growth of the company. It believes the Olympic
Games Tokyo 2020 will deepen the company’s understanding of
diversity and that the Games will contribute to a more inclusive
Japan built on mutual understanding and peace of mind for all.
Through the Olympic Games Tokyo 2020, Tokio Marine & Nichido
will continue to contribute to the growth of Japan and strive to
realise a better future for all.

Canon Inc.
Based on the key concept of ‘capturing the most pivotal moments of
the Games and sharing these emotions,’ Canon will provide behindthe-scenes support to professional photographers from around the
world via its loan services for cameras and lenses, and by providing
a range of maintenance services. During the Olympic Games Tokyo
2020, Canon will provide world-class services to sports journalists
and photographers from all over the world who will gather in Japan
to capture breath-taking images and historical performances of the
world's top athletes. These images will immortalise the occasion,
evoking memories and the wonderful spectacle of the Olympic
Games Tokyo 2020.

Tokyo 2020 will benefit from the support of 15 'Gold Partners'

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Olympic Partnerships

Nippon Life Insurance Company
Nippon Life has offices in all prefectures of Japan, including areas
affected by disasters and outlying islands. Its 70,000 employees
across Japan are striving to build stronger relationships with the
company’s 12 million customers by remaining closely involved in
each customer’s life for the long term. This is being accomplished
through meticulous consulting services for customers throughout
Japan. Against this backdrop, Nippon Life has been carrying
out activities on a daily basis in preparation for the Olympic and
Paralympic Games Tokyo 2020. The company has adopted the
slogan, “Play, Support. Let’s start supporting each other,” and is
undertaking daily activities that intend to convey the importance
of cheering and supporting, by spotlighting Olympic athletes
including those who represent Japan, as well as their supporters.
The company is trying to build a legacy that brings brightness
into society through areas such as sports expansion, health
improvement, educating future generations, encouraging diversity,
and developing regional societies, by contributing to the success
of the Olympic Torch Relay and Olympic Games Tokyo 2020.

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Nippon Telegraph and Telephone (NTT)
Corporation
Following Tokyo 2020's vision of creating a diverse and inclusive
society, NTT will be providing information and communications
technologies for the Olympic Games Tokyo 2020 with the aim of
connecting people and Japan with the world. It is participating in
the Olympic and Paralympic Games Tokyo 2020 to help create a
legacy for future generations in order to realise that society. Through
its communications and security technologies, NTT will contribute
to the Games to achieve the following goals:
• Offering the ultimate level of hospitality to Games fans, as well
as to competing athletes and Tokyo 2020 personnel.
• Operating the information and communications infrastructure
that underpins Tokyo 2020’s vision in a secure, safe, and
reliable manner.
• Realising a Games that can be enjoyed not only at the venues,
but also by people throughout Japan and around the world.

NEC Corporation
Nomura Holdings, Inc.
NEC has established itself as a leader in the integration of IT and
networking, providing new social value in public safety and more,
underpinned by innovative technologies including biometric
authentication, behaviour detection, and software-defined
networking (SDN). With a rich history of supporting sports and
culture that promotes a diverse and inclusive society, NEC strives
to create a more sustainable world where everyone can realise
their full potential. This is embodied in NEC’s provision of face
recognition systems, deployed for the first time in the history
of Olympic and Paralympic Games. It enables instant identity
verification using unique technologies with the highest accuracy in
the world. NEC is proud to be the Tokyo 2020 Gold Partner in public
safety and network products. Through supporting this world-class
event, NEC aspires to create a legacy that enables a prosperous
and safer society for generations to come.

Nomura is a global financial services group with an integrated
network spanning over 30 countries. Founded in 1925 – and driven
by the insights of its diverse team worldwide – Nomura puts its
clients at the heart of everything it does, delivering unparalleled
service and solutions to meet their individual needs. Nomura has
been a proud supporter of the Olympic and Paralympic Games
Tokyo 2020 since March 2015. As Gold Partner in the Securities
category, Nomura supports athletes, and those working alongside
them, on their journey to be their best and reach their highest goals.
It also supports all those who continue to meet the challenges of
the pandemic with determination and perseverance.
Nomura’s message is ‘Proudly supporting Japan every step of the
way’ and its mission is to contribute to the sustainable growth of
Japan’s economy and society.

Fujitsu Limited
Fujitsu is constantly conducting a diverse array of initiatives to
contribute to society, including initiatives to support sporting
activities, with the overarching aim of realising a prosperous future
that fulfills the dreams of people throughout the world. The Olympic
Games Tokyo 2020 will set the scene for wide-ranging interactions
between people from countries all over the world, as well as for
mass exchanges of information and infrastructures, becoming a hub
of innovation. Accordingly, the occasion calls for safe, sound and
reliable Games operations to connect the various ICT technologies
and to engender new emotions for people watching sport, doing
sport and supporting sport. Fujitsu’s hardware technologies for the
data centre, which include servers, storage systems and peripheral
services, will play a vital role in the delivery of the Olympic Games
Tokyo 2020, and will make a significant contribution to safe, sound
and smooth Games operations.

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Olympic Partnerships

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Mizuho Financial Group, Inc.
Mizuho is a leading Japanese financial institution, with a history
that can be traced back approximately 150 years to when one of its
predecessor banks was founded as the first bank in Japan. Mizuho
offers a broad range of comprehensive financial and strategic
services, through its group companies including Mizuho Bank and
Mizuho Trust & Banking. Mizuho’s relationship with the Olympic
Games dates back to supporting the organisation of the Olympic
Games Tokyo 1964 Olympics by storing the official Olympic flag
and tickets. With the advent of the Olympic Games Tokyo 2020
2020, Mizuho will provide financial-related support and expertise
to Olympic and Paralympic Games-related business and contribute
to the success of Tokyo 2020 through its nationwide network of
branches and offices. Mizuho also contributes to the development
of local economies and societies around the world, and is committed
to continuing to create timeless value for all its stakeholders.

Sumitomo Mitsui Financial Group, Inc.
Sumitomo Mitsui Financial Group, Inc. (SMFG) is a global financial
group that develops operations in a wide range of fields including
banking, leasing, securities, credit cards, and consumer finance.
Amongst the group companies, Sumitomo Mitsui Banking
Corporation, the core bank of the group, utilising SMFG’s network
of 148 branches and offices in 40 countries and regions around the
world and leveraging the various products and services in which it
possesses global strengths, has built a framework that can meet a
wide range of domestic and overseas customers’ needs. Through
the Olympic Games Tokyo 2020, SMFG will unite the collective
strengths of the group toward the future of Japan and development
of the world to meet the expectations of its customers.

Mitsui Fudosan Co., Ltd.

LIXIL Corporation

Mitsui Fudosan is one of Japan’s largest global real estate
companies. Based in Tokyo, the company is also engaged in urban
development projects in locations including New York, London,
Shanghai, Chinese Taipei, Kuala Lumpur and Bangkok. As a Gold
Partner of the Olympic and Paralympic Games Tokyo 2020 in the
real estate development category, Mitsui Fudosan hopes to convey
the values the company embraces in its urban development –
sports, tradition, culture and the spirit of hospitality.

LIXIL was formed in 2011 through the merger of five major Japanese
building material and equipment manufacturers. Today, it is a global
corporation with approximately 60,000 employees in more than 150
countries around the world, and over a billion people use its products
every day. Approaching the Olympic Games Tokyo 2020 with the
slogan, “Change the future through Omoiyari and Omotenashi,”
LIXIL is aiming to realise a universal society where people can lead
affluent, comfortable lives through educational programme such as
Universal Run (Sports Prosthesis Experience Class) and by supplying
aluminium previously used in temporary housing for the victims of the
2011 Great East Japan Earthquake as material for the Olympic Torch,
the Tokyo 2020 Recovery Monuments project, and the Olympic/
Paralympic logo for the victory podium. LIXIL is also contributing to
the Games through design, operational support, and products it has
provided for athletic events and the Olympic Village.

Meiji Co., Ltd.
Meiji provides its customers with a wide range of products, such
as milk, yogurt, cheese, ice cream, chocolate, and nutritional
products, and is a Tokyo 2020 Gold Partner in the "Dairy Products
& Confectionery” category. Meiji recognises that in order for
people to lead healthy lives, exercise and a nutritionally balanced
diet are indispensable. For many years, it has been providing
dietary education and nutritional support for athletes. Leveraging
its extensive experience and expertise in this field, the company
has launched its ‘Meiji Tokyo 2020 Fes’, which aims at educating
children about the fun of sport and the importance of healthy food.

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Fan Engagement

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Fan Engagement

To enable fans around the world to show their support for the athletes, Tokyo 2020 is initiating a ground-breaking digital remote fan engagement solution

Share the Passion

The initiative will allow athletes to engage with friends and family in
the venues and allow fans all over the world to be actively involved in
supporting their sporting heroes.

“I am looking forward to
many people around the world
taking this opportunity to be a
part of the Games and deliver
their messages of support to
the athletes.”

• Fan Video Matrix: Allows fans to be a genuine part of the Games
experience by sharing their reactions to the sporting action in
five-second video selfies, which will be displayed as a video matrix
inside the venue.

Hashimoto Seiko, President of the Tokyo 2020
Organising Committee
The IOC and Olympic Broadcasting Services (OBS), working with the
Tokyo 2020 Organising Committee and Olympic broadcast partners
(RHBs), have created a suite of digital tools as part of the “Share the
Passion” project, which will see the Olympic Games Tokyo 2020
become the first major international sports event to implement a
ground-breaking digital remote fan engagement solution.

• Cheer Map: A virtual “cheer” button will be embedded on several
broadcasters’ digital platforms. Fans can watch the broadcast
feed of an Olympic event and virtually clap or cheer by clicking
the button. The system collects all the cheers and renders a
global map of “cheer activity”. The map is sent as a video stream
to broadcasters and showcased on venue video boards.
• Athlete Moment – Family & Friends: At selected venues,
Olympians will be able to interact live, straight after their
competition with their family and friends back home through
dedicated “Athlete Moment” stations.

“Technology is going to allow
us to bring fans ‘inside the
venue’ virtually.”
Yiannis Exarchos, CEO of OBS

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Fan Engagement

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Digital Engagement

The IOC is seeking to create closer connections with people around the world through digital
platforms, aiming to engage fans and attract new followers

The new Olympics.com website provides a single, people-centric digital platform and allows
for improved, streamlined digital engagement during and between each Olympic Games

“Olympics.com provides a new
digital experience to strengthen
our connection with Olympic
fans and partners globally.”
Thomas Bach, IOC President
Ever since the adoption of Olympic Agenda 2020 in December 2014,
which led to the successful launch of the Olympic Channel, the IOC
has sought to create a closer connection with people around the
world through digital platforms, aiming to engage fans and attract
new followers not only during but also between each edition of the
Olympic Games.
The evolution of the IOC’s digital strategy continued in 2021 following
the adoption of Olympic Agenda 2020+5 – the organisation’s latest
strategic roadmap – in which recommendation 8 states: “Grow digital
engagement with people”.

Stronger Together
In June 2021, the IOC launched “Stronger Together” – a global
Olympic campaign that celebrates athletes by showcasing their
journey to the Olympic Games Tokyo 2020, and how they kept
moving even when the world around them stopped. The story
celebrates their strength, resilience and determination to bring
hope, unity and inspiration to people around the world.
The campaign film, which stars world-renowned athletes such
as Usain Bolt, Naomi Osaka, Tony Hawk, Yusra Mardini and Nyjah
Houston, focuses on a people-centric message of Stronger Together.
It emphasises the IOC’s message of solidarity and the belief that the
world moves forward only when it moves together, and highlights
the power of the Olympic Games to unite people, communities and
societies across the globe.
The campaign was designed to unite people around the world while
building excitement for the upcoming Olympic Games Tokyo 2020.
Its launch on Olympic Day (23 June) was supported by a number of
digital engagement activities, including a virtual yoga session with
snowboarder Christy Prior, live chats with Usain Bolt and Japanese
surfer Kanoa Igarashi, and a workout session and Q&A with tennis
star Venus Williams.

In line with this recommendation, the IOC launched Olympics.com
in May 2021, providing a single, people-centric digital platform that
better utilises Olympic digital and social media channels to drive
engagement and deliver content and communications.
Offering a comprehensive source for Olympic information, news
and original content, Olympics.com creates one destination for all
Olympic online properties – including the Olympic Channel, Tokyo
2020 and all future Games – allowing for improved, streamlined
digital engagement during and between each Games. Future
features of the site will include more personalised user experiences,
ticketing, fantasy games and an Olympic e-commerce presence.
To further enhance the IOC’s digital media presence, official Olympic
social media channels have been consolidated into @olympics
accounts across global platforms including YouTube, Facebook,
Instagram, Twitter and TikTok.
As part of this consolidation, the IOC also unveiled its institutional
hub, IOC.org, focused on the broader mission-based efforts of the
IOC. This platform, developed for partners, stakeholders and the
media, will provide information on the key initiatives and programmes
of the Olympic Movement.

The Stronger Together campaign film emphasises the IOC's message of solidarity



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