IOC MARKETING REPORT TOKYO 2020 - International Olympic Committee - Olympics
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IOC MARKETING
International
Olympic
Committee
REPORT
TOKYO 2020
IOC Marketing Report Tokyo 2020 Contents 3
CONTENTS
Forewords 04
United by Emotion 10
Olympic Marketing Overview 20
Olympic Broadcasting 26
Olympic Partnerships 38
Fan Engagement 76
Licensing and Merchandising 92
The Olympic Brand 98
Acknowledgements 108
5
FOREWORD BY
THOMAS BACh
T
hroughout the Olympic Games Movement and sports fans around the
Tokyo 2020, more than 11,000 world owe them our immense gratitude.
athletes amazed us with their These were unprecedented Olympic
sporting achievements. With their Games. It took an equally unprecedented
excellence, with their emotions and with effort from the Olympic Movement and
their spirit, they created magic moments our Japanese partners and friends to
for everyone to share and enjoy. make them happen.
And while competing fiercely with Our thanks and appreciation go to the
each other for Olympic glory, these Japanese authorities, the Organising
athletes from every corner of the Committee and the entire Olympic
world also sent a powerful message community for the great solidarity that
“For the first time since of solidarity, peace and the unifying everyone demonstrated to host these
power of sport. They were faster, they Games for the athletes, who were
the pandemic began, went higher and they were stronger, longing for their moment to shine.
the entire world was because we all stood together. Our warm thanks also go to the
National Olympic Committees, the
able to come together. In these difficult times, these athletes International Federations, our TOP
Sport returned to gave everyone the precious gift of hope. Partners, sponsors and Rights-Holding
For the first time since the pandemic Broadcasters for their truly outstanding
centre stage. Billions began, the entire world was able to come show of unity and support.
of people around the together. Sport returned to centre stage.
Billions of people around the globe were Looking back, we can say that we did it
globe were united united by emotion, sharing moments of like athletes and for the athletes. We did
by emotion, sharing joy and inspiration. it – together.
moments of joy These moments were only possible
and inspiration.” because of the stage that Japan
prepared for the athletes. The Japanese
Thomas Bach, President, people can be extremely proud of
International Olympic Committee what they achieved in the face of all
the challenges, and the entire Olympic Thomas Bach, IOC President
7
“The Games also
reached new heights
off the field of play,
with historic broadcast
ratings, unprecedented
digital engagement and
innovative marketing FOREWORD
campaigns all helping to
bring the world together
like never before for an
BY Jiří Kejval
Olympic Games.”
T
Jiří Kejval, Chair IOC Marketing Commission he Olympic Games Tokyo 2020 By sharing the magic of the Olympic
saw outstanding performances on Games with people around the world,
the field by athletes from all over our broadcast partners played an
the world, with more National Olympic indispensable role in uniting the globe in
Committees (NOCs) winning medals the spirit and emotion of Tokyo 2020 and,
than ever before. with fans unable to attend these Games,
their role was more important than ever.
But the record-breaking performances Similarly, the great success of Tokyo
were not only limited to Tokyo’s Olympic 2020 would not have been possible
venues. The Games also reached new without the enduring support of
heights off the field of play, with historic our Worldwide Olympic Partners,
broadcast ratings, unprecedented digital whose expertise, people, services,
engagement and innovative marketing products, technology and financing
campaigns all helping to bring the are essential to staging each edition
world together like never before for of the Olympic Games.
an Olympic Games.
This Marketing Report aims to highlight
Thanks to Olympic Broadcasting the incredible efforts of these global
Services and our Rights-Holding partners as well as the record-breaking
Broadcasters, fans were able to enjoy results of our broadcast partners and
Tokyo 2020 content on more screens other marketing programmes, which are
than ever through TV, digital platforms, vital to the entire Olympic Movement.
apps and social media. The huge global By redistributing 90 per cent of the
interest in the Games was typified within revenues we generate through these
the host nation of Japan, where nine programmes, the IOC is able to support
in 10 people watched some coverage sport and athletes globally, all year round,
of Tokyo 2020. This incredible level meaning more athletes from more NOCs
of engagement was seen throughout are able to achieve their dreams, just as
the world, with our broadcast partners those in Tokyo did.
enjoying a much higher share of
viewing than their typical average and
their streaming platforms in particular
experiencing record numbers of views. Jiří Kejval, Chair, IOC Marketing Commission
9
“The Olympic flame that
lit up Tokyo has gone
out. But the hope that
was ignited here will
never be extinguished.”
Hashimoto Seiko, President,
Tokyo 2020 Organising Committee
FOREWORD BY
Hashimoto Seiko
F
irst, I would like to express the beauty of the Olympic Games and
sincere thanks and gratitude to the value of the Olympic spirit.
all participants in the Olympic
Games Tokyo 2020. We have seen a The Olympic flame that lit up Tokyo has
true spirit of solidarity among all those gone out. But the hope that was ignited
involved in making these Games happen. here will never be extinguished. It will
In particular, I must express my deep remain alight in the hearts of people all
gratitude to all those in medical services over the world as we continue to hope
for their immense contributions to the for peace in the spirit of Ekecheiria, a
safety and security of the Games. I would tradition unbroken from the ancient
also like thank the many volunteers who Olympic Games.
supported the Games. The Tokyo 2020
Games are a testament to their strength, “Sport has the power to change the
their power and their love for sport. world and our future.” This power,
I believe, will carry us through to
Although many of the events were held future Games.
without spectators, the athletes were
greeted instead by arrangements of Finally, I would like to thank President
flowers grown by schoolchildren across Bach and all the members of the IOC,
Japan. The vines were intertwined and the Government of Japan, the Tokyo
resilient, as if depicting the unity of the Metropolitan Government, and everyone
people of the world. else who has supported these Games.
There are no words to describe what Athletes and people of the world,
athletes have achieved in Tokyo. Through we hope to welcome you here again
hard work and perseverance, they someday. Thank you very much for
overcame unbelievable challenges to being a part of these Games.
become true Olympians. One athlete’s
jubilant victory is another’s bitter defeat.
Yet, in the space of an instant, winner and
loser come together in the same feeling Hashimoto Seiko, President, Tokyo 2020
of acknowledgement and respect. This is Organising Committee
United by Emotion
12 IOC Marketing Report Tokyo 2020 United by Emotion 13
tOkyo in
numbers
“The Olympic Games Tokyo
2020 are the Olympic Games 339
of hope, solidarity and peace.” events
Thomas Bach, IOC President
“We were finally able to create
a single stage where athletes
from all over the world could 33
gather. What I saw every day sports
was a bond between people,
a harmony in diversity, a
symbol of peace and the
power of sport itself.”
Hashimoto Seiko, Tokyo 2020 President 11,259
athlete entries
United by Emotion
52% male 48% female
During more than two weeks of thrilling Olympic Team grasped their moment to Athletes happy to have chance
competition full of drama, excitement, shine following a one-year delay due to to compete at Tokyo 2020
passion and inspiration, the Olympic the COVID-19 pandemic, as they came
Games Tokyo 2020 more than lived up together to compete in the Olympic spirit. In a post-Games survey conducted
to their motto, as athletes from every with the athletes, it was clearly
corner of the globe – and billions of fans And that inimitable spirit was evident demonstrated that participation in
watching around the world – were United throughout the Games.
by Emotion.
There were the impressive medal
the Olympic Games Tokyo 2020 was
important to them. Regarding their 205
From the moment Japanese tennis star collections of archer An San, sprint
motivation to compete, 93 per cent of National Olympic
athletes stated that it was important “to
Naomi Osaka lit the cauldron to signal canoeist Lisa Carrington, sprinter compete at the biggest multi-sports
Committees + the IOC
the start of the Games, more than 11,000 Elaine Thompson-Herah and swimmers event on earth”, and 84 per cent rated Refugee Olympic Team
athletes from 205 National Olympic Emma McKeon, Caeleb Dressel and it important “to become an Olympian”.
Committees and the IOC Refugee Kaylee McKeown.
IOC Marketing Report Tokyo 2020 United by Emotion 15
More NOCs winning medals than ever before
3 NOCs won their first 3 NOCs won their first
Olympic medal Olympic gold medal
BURKINA FASO BERMUDA
(Hugues Fabrice Zango, (Flora Duffy,
athletics) triathlon)
93
TURKMENISTAN PHILIPPINES
(Polina Guryeva, (Hidilyn Diaz,
weightlifting) weightlifting)
SAN MARINO QATAR
(Alessandra Perilli, (Fares Ibrahim,
shooting) NOCs won medals weightlifting)
There were the host nation heroics by
Japan’s athletes, who helped the country
enjoy its most successful Games ever.
There were the record-breaking feats of
athletes at the peak of their powers, such
as triple jumper Yulimar Rojas, swimmer
Tatjana Schoenmaker and hurdlers Karsten
Warholm and Sydney McLaughlin.
There were the inspirational performances
of 29 refugee athletes, who overcame
“Thank you for putting unimaginable hardships to reach the
Olympic Games.
on wonderful Games.
There were the tears of joy from Tom
I know it was tough, Daley, Owen Wright, Greysia Polii, Apriyani
but we appreciate Rahayu and many others as they became
everything you did.”
Tia-Adana Belle (Barbados, athletics) “True to the name of
the Tokyo 2020 slogan,
‘United By Emotion’,
there has been plenty of
emotion in the inspirational
sporting triumphs.”
Walter Sim, The Straits Times
16
Olympic medals
339
medal events
1,080 340 338 402
podium places Gold* Silver* Bronze*
Most decorated athlete Most golds: 5 Youngest medallist: 12
Caeleb Dressel Hiraki Kokona
(USA, swimming) (JPN, skateboarding)
Oldest medallist: 62 First woman to compete
in nine Olympic Games
Emma McKeon
(AUS, swimming)
4 gold, 3 bronze
Second woman to win seven
medals in a single Games
*Two gold medals were awarded in the men’s high jump athletics
event. No silver medal was awarded. Two bronze medals were awarded
in each event in boxing, judo, karate, taekwondo, and wrestling. Two
bronze medals were awarded for a third-place tie in the women’s floor
Andrew Hoy Nino Salukvadze
gymnastics event. (AUS, equestrian) (GEO, shooting)
“Japan has done an amazing overwhelmed by their achievements on Fares Ibrahim, who each captured
sport’s greatest stage. their countries’ first Olympic golds.
job and we must thank them
so much for all the hard work There was the youthful exuberance of There was the courage shown by
and support. They managed to skateboarders such as Momiji Nishiya, Simone Biles, who put the spotlight
unite us as one to be here and Rayssa Leal and Sky Brown, as their sport on athlete mental health when she
made its Olympic debut alongside karate, withdrew from competition, and then
compete. It’s taken our minds sport climbing, surfing and the return of bravely returned to win a bronze medal
away from the pandemic that baseball/softball. just a week later.
we’re living in.”
There were the historic successes of There was the sportsmanship of high
Valerie Adams (New Zealand, athletics) Hugues Fabrice Zango, Polina Guryeva jumpers Gianmarco Tamberi and Mutaz
and Alessandra Perilli, who won their Barshim, as the two friends chose to
countries’ first-ever Olympic medals, and share the gold medal in one of the most
those of Flora Duffy, Hidilyn Diaz and memorable moments of the Games.
18 IOC Marketing Report Tokyo 2020 United by Emotion 19
Olympic solidarity
27 gold
836
Olympic Solidarity 32 silver
scholarship-holders
competed in Tokyo
42 bronze
1 gold
29
teams supported by
Olympic Solidarity
1 silver
Team Support Grants
3 bronze
USD 47 million
in Olympic Solidarity Scholarships
Supporting 1,836
athletes from 186 NOCs to
for Athletes for Tokyo 2020 prepare for the Games...
And throughout every venue, there
were thousands of grateful athletes
who were thankful that they finally
Including 56
refugee athletes from 13 countries
had the opportunity to realise their
Olympic dreams.
“This summer, we were finally able to
create a single stage where athletes from
all over the world could gather,” said Tokyo
2020 President Hashimoto Seiko. “What
I saw every day was a bond between
people, a harmony in diversity, a symbol
of peace and the power of sport itself.”
“Day after day over two
weeks, the magic of
Olympic competition cut
through the gloom and
isolation of the pandemic.”
Simon Denyer and Michelle Ye Hee
Lee, The Washington Post20 IOC Marketing Report Tokyo 2020 Olympic Marketing Overview 21
Olympic Marketing Revenue
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 Broadcast IOC Licensing Domestic Ticketing Licensing within
Partner Programme partnerships Programme sponsorship the host country
Managed by the IOC Managed by Organising Committees, under direction of IOC
Organising Committees for
10% each Olympic Games
Olympic Marketing
Overview Where the
IFs to run and promote their
sports globally
The International Olympic Committee including National Olympic Committees
Did you know…?
money goes 90%
(IOC) is entirely privately funded and ever (NOCs), International Federations (IFs)
since the first modern Olympic Games and Organising Committees for the Every day the equivalent Individual athletes and coaches,
in Athens in 1896 it has relied upon Olympic Games (OCOGs). of over USD 3.4 million via Olympic Solidarity funding
contributions from commercial partners is distributed by the IOC
in order to stage the Games and support The success of the Olympic marketing to support athletes and
the Olympic Movement. programmes has also contributed sports organisations at all
significantly to the growth of the levels around the world
Today, the IOC generates revenue through Olympic Movement, the Olympic
several different commercial programmes, Games and sport worldwide.
including the sale of broadcast rights and Sponsorship in various NOCs to help them support their
The Olympic Partner (TOP) worldwide forms has supported the athletes at national and local levels
sponsorship programme. “Long-term partnerships Olympic Movement since
are the backbone of our the first modern Olympic
The support of these commercial partners Games in Athens in 1896
helps ensure the financial security of
commercial programmes
the entire Olympic Movement, with and they enable the
90 per cent of all IOC revenue being financial security of the The Olympic Games
redistributed to support not only the entire Olympic Movement.” London 1948 were IOC activities to develop Other Olympic Movement and
Olympic Games but also athletes and the first to award sport and operations sport organisations to promote
sports organisations around the world, Thomas Bach, IOC President broadcast rights of the IOC worldwide development of sport22 IOC Marketing Report Tokyo 2020 Olympic Marketing Overview 23
Protect and Ensure the
promote the equity independent
that is inherent financial stability
in the Olympic of the Olympic
What is the TOP Programme? image and ideals Movement
The IOC created The Olympic Partner (TOP) Programme in 1985 to diversify the
Games’ revenue base and establish long-term partnerships that would benefit
the Olympic Movement. The programme provides the IOC with a substantial
percentage of its total revenue.
Goals of
Control and limit the Generate revenue
commercialisation of Olympic to be distributed
the Olympic Games throughout the entire
THE OLYMPIC PARTNER PROGRAMME Marketing Olympic Movement
Includes
Highest level
Founded partnerships with
of Olympic
in 1985 the IOC, all NOCs
partnership
and OCOGs
Enlist the support Ensure that the Olympic Games
Exclusive global Long-term support of Olympic marketing can be experienced by the
marketing rights in a with some partners in the maximum number of people
designated product partnerships in place promotion of the throughout the world via
or service category through to 2032 Olympic values broadcast coverage
Assist in the
worldwide promotion
of Olympism
TOP Partners provide
Valuable Essential
financial services
resources for athletes
to the participating
Olympic in the Games
Products, Activations
family
services, to enhance
technology, the Olympic
expertise Direct Global Games
and staff support marketing experience
deployment for the campaigns for spectators
to support the training and that promote
staging of development the Games
the Olympic of Olympic and the
Games athletes Olympic
and hopefuls values, and
around build support
the world for athletes24 IOC Marketing Report Tokyo 2020 Olympic Marketing Overview 25
Olympic
Broadcasting
The IOC grants rights to television, radio,
mobile and internet coverage to media
companies around the world
This allows people all over the world to
experience the magic of the Olympic Games
Olympic Broadcasting Services (OBS)
was established in 2001 to serve
as the permanent host broadcaster
for the Olympic Games
Broadcast coverage of the
Olympic Games has been the
main driver of the:
• funding of the Olympic Movement
and the Olympic Games
• growth in global popularity of
the Olympic Games
• global promotion of the
Olympic Games and the
Olympic values
90 per cent of the
revenues generated by
the IOC go straight back
into sport and athlete
developmentOlympic Broadcasting
28 IOC Marketing Report Tokyo 2020 Olympic Broadcasting 29
Olympic Broadcasting The first streaming Games
28bn
“Beijing 2008 was perhaps Tokyo 2020 proved to be a watershed Most watched Olympic Games
moment in the history of Olympic on digital platforms
the first digital Games, broadcasting, with more content made
London 2012 was the first available to fans throughout the world on While TV remains the dominant platform
social media Games, and more screens than ever before through for Olympic broadcast consumption – digital video views
Tokyo 2020 is the first TV, digital streaming, websites, apps and with 21.3 billion hours of Tokyo 2020
social media. coverage consumed via TV, equivalent
streaming Olympic Games.”
Timo Lumme, Managing Director, This meant that, while spectators were
not able to attend events in person,
to 93 per cent of all broadcast coverage
from the Games – the huge growth of GLOBAL ACCESS MOST WATCHED
IOC Television and Marketing Services digital viewing continues. Global Tokyo 2020 Tokyo 2020 was the most
fans in Japan and around the world were coverage available to everyone watched Olympic Games
still able to experience the emotion and Tokyo 2020 saw a 74 per cent upsurge with access to TV or the internet ever on digital platforms
excitement of the Games, with 3.05 in digital unique viewers compared with
billion viewers across the globe enjoying the Olympic Games Rio 2016, with a
coverage from Tokyo. 139 per cent increase in the number of
video views on digital platforms. This
3.05
And their enjoyment was further enhanced
by a raft of cutting-edge innovations that
helped make Tokyo 2020 the most
watched Olympic Games ever on digital
64%
of viewers watched
were presented by Olympic Broadcasting platforms, and highlighted how the Tokyo 2020 on both TV
Services (OBS), which was responsible for changing media landscape made these and digital platforms
producing all the broadcast coverage of the first ‘streaming Games’.
the Games and providing the international
television and radio signals to all the
rights-holding broadcasters (RHBs)
Billion
unique people
23bn
hours consumed
around the world.
watched the Games via TV and digital
93%
of coverage
consumed via TV
74%
increase in digital
unique viewers
compared with
Rio 2016
139%
increase in digital
video views
compared with
Rio 201630 IOC Marketing Report Tokyo 2020 Olympic Broadcasting 31
A major broadcasting
milestone
360° immersive
replays in basketball
thanks to Intel’s True
View technology
3D Athlete Tracking
enhanced coverage of
3,300
hours of UHD/
athletics sprint events HDR coverage
1st Games to be
fully produced
natively in Ultra High OBS Cloud
Definition High launched, offering
Dynamic Range remote production
10,200
hours of content
44%
more content produced
produced by OBS than for Rio 2016
Transforming how the Games traditional international broadcaster in angles, 360-degree replays, multi-camera
are broadcast a whole year. live Virtual Reality (VR) coverage and more
analytical data processed by Artificial
For Tokyo 2020, OBS once again pushed Throughout the Games, OBS also Intelligence (AI). This included 3D Athlete
the boundaries of Olympic broadcasting demonstrated how advances in technology Tracking (3DAT) technology, developed
by producing 44 per cent more content can bring value to storytelling. Innovations by Worldwide Olympic Partners Intel and
than it did for the Olympic Games Rio for Tokyo 2020 included producing Alibaba, which offered a first-of-its-kind
2016, in more formats, to assist the coverage of all sports natively in Ultra High broadcast enhancement with near real-
world’s broadcasters in bringing the Definition (UHD) High Dynamic Range time insights and overlay visualisations.
Games to more devices and platforms, (HDR) for the first time, providing four times
and through more channels than more detail than standard HD and allowing In addition, Tokyo 2020 saw the launch of
ever before. viewers to enjoy a more immersive viewing OBS Cloud – an innovative broadcasting
experience. By the end of the Games, OBS platform, developed by Alibaba, that
This totalled more than 10,200 hours had made more than 3,300 hours of UHD/ operated entirely on the cloud. This
of content, including over 3,800 hours HDR coverage available. allowed RHBs to carry out a significant
of live sports and Ceremony coverage, part of their role remotely, making
produced in just over two weeks – far Audiences around the world were also broadcast operations far more agile,
more than the amount produced by a introduced to never-seen-before camera flexible and efficient.
“This partnership with Alibaba Cloud
is transforming how we broadcast the
Olympic Games to the widest possible
audience,” explained Yiannis Exarchos,
“For OBS, these Games were a major milestone CEO of OBS. “This is perhaps the biggest
due to the advances we introduced.” technological change in the broadcasting
industry for more than half a century, since
Yiannis Exarchos, CEO, OBS the introduction of satellite.”32 IOC Marketing Report Tokyo 2020 Olympic Broadcasting 33
Global Broadcast Highlights USA
“There is nothing more powerful in media than the 17 straight days
“Globally speaking, the Games have been very of Olympics dominance. Once again, we have seen the unparalleled
power that these Games have on media and our culture.”
dominant in terms of viewing and market share
Pete Bevacqua, Chairman, NBC Sports
both on television and digital.” Overall, more than
Timo Lumme, Managing Director, IOC Television and Marketing Services 120bn
minutes of Tokyo 2020
content was consumed
across all NBC Universal
platforms (television, digital
Japan and social).
“Very large numbers of people watched the Games
on our broadcasting and online services. The TV
viewership for the Olympics Opening Ceremony hit
the highest figure since the Tokyo 1964 Games.”
Maeda Terunobu, President, NHK
The live broadcast
of the Opening
Ceremony was the most
watched television
broadcast for over
10 years
in Japan.
More than
A total 150m
115.8m With nearly
Americans watched NBC’s
Tokyo Olympics presentation, as
viewers watched
Tokyo 2020 coverage on 6bn the Closing Ceremony on NBC
marked the 135th consecutive
TV – more than 91% of the streaming minutes across
night of Olympic Summer Games
Japanese population. digital and social media,
coverage that NBC Olympics
Tokyo 2020 was NBC Sports
At least ranked number one
Digital’s most streamed Olympic
76.5m Games ever. Streaming platform
Peacock, featuring Olympic
in primetime.
viewers in the host
nation watched the Games coverage for the first
Games every day. time, recorded its best two
weeks of usage.34 IOC Marketing Report Tokyo 2020 Olympic Broadcasting 35
CHINA great britain There were
“We’re incredibly proud to have shone
a light on some of the most remarkable 36.4m
stories to come out of Tokyo 2020.” TV viewers as BBC One
had more hours of
Barbara Slater, Director, BBC Sport coverage than
ever before.
The men’s 100m final
in athletics and the men’s
and women’s table tennis
singles finals achieved the
highest audiences during the
Digital video Games, and were also the
views in China three most-watched sports
accounted broadcasts since the 2018
for approximately FIFA World Cup final. BBC Sport’s
75% coverage of the Olympic
Games saw a record-breaking
104m
of all digital views
worldwide.
requests to watch Tokyo 2020
online. That figure tops
the 74.4 million requests
during Rio 2016.
EUROPE Over
“The Olympic Games is the 175m
biggest global event that goes far people viewed
Discovery’s coverage
beyond sports and traditional
france
on TV and digital –
sports audiences. The Tokyo 13 times more than
Games are seeing digital PyeongChang 2018.
numbers never seen before.”
Jean-Briac Perrette, President
& CEO, Discovery International
More than
50m
French people
1.3bn
watched coverage French people
on France Télévisions’ spent an average of
minutes of Olympic
content were consumed
channels – six million
more viewers 7.53hrs
across Discovery’s than Rio 2016. each watching
digital platforms. Games coverage.36 IOC Marketing Report Tokyo 2020 Olympic Broadcasting 37
canada Canadians streamed
brazil
“W hether watching online, through
apps, social media or on television,
37m
video views on CBC
millions of viewers across the digital platforms
country tuned in and engaged during Tokyo 2020, up
62% compared with
with CBC’s coverage each day,
PyeongChang 2018.
demonstrating the continued
relevance of the Olympic Games.”
Chris Wilson, Executive Director,
Sports and Olympics, CBC Coverage of
women’s surfing on
26 July was watched by
20.4m
people, at the time making it
28m the highest rated non-football
sports broadcast in Brazil
TV viewers – 74% of since the start of 2020.
all Canadians – tuned in
for CBC/Radio-Canada’s
coverage of Tokyo 2020,
with CBC ranking as the
most-watched network in
Canada for 17 consecutive
days, delivering a 21.4%
audience share.
Australia More than
“We came into the Games confident Tokyo 2020 20m
Australians tuned in
would be a success, but the record-breaking
to watch the Seven
reaction from audiences exceeded Network’s coverage of
india all expectations.”
Kurt Burnette, Seven West Media
Chief Revenue Officer
Tokyo 2020, making it
the biggest television
and streaming event in
Australian history.
and Director of Olympics
Viewership of the Australians watched
Tokyo 2020 Opening more than
Ceremony was Seven recorded
4.74bn
three times the biggest prime time
share for commercial
minutes on 7plus, making
higher compared with it the biggest digital event
free-to-air networks,
the Opening Ceremony in Australian history. 7plus
with more than
of Rio 2016. gained 44% new registered
60% users during the course
of the Games.
share across all days
of the Games.Olympic Partnerships
40 IOC Marketing Report Tokyo 2020 Olympic Partnerships 41
Olympic Partnerships Innovation Through Collaboration
‘Innovation Through Collaboration’ is the strategic vision of the
Innovation
tenth generation of the TOP Programme, running from 2021-2024.
• New concepts
• New assets
• Improved rights and benefits
“The long-term support of our While the eyes of the world were The TOP programme was launched
• Greater cooperation between the IOC and the TOP Partners Focus
focused on the inspiring performances of in 1985, granting category-exclusive
global partners means the athletes such as Elaine Thompson-Herah, Olympic marketing rights to a select areas for
Olympic Movement is able to Karsten Warholm, Emma McKeon and group of global partners, and has since collaboration
Caeleb Dressel during the Olympic Games provided a major source of revenue for include:
enjoy financial stability and Tokyo 2020, behind the scenes the Olympic Movement. This income is
operational support, which the success of the Games was heavily distributed directly to sports organisations
Digital/data Sustainability
reliant on another elite group: the at all levels, including the more than 200
helps to overcome challenges, Worldwide Olympic Partners. NOCs around the world, which use these
such as those the world has funds to help develop and support their
As members of The Olympic athletes, enabling them to send a team to
faced over the last 18 months. Partners (TOP) programme – the highest the Olympic Games. The programme has
And by redistributing 90 level of Olympic sponsorship – these therefore been a significant factor behind
leading multinational companies provided the increased universality of the Games, Purpose-led initiatives in areas such as:
per cent of the revenues it crucial technical services, products, with more athletes from more NOCs now
generates, the IOC is also able expertise and funding that ensured the able to compete.
Games ran as smoothly and efficiently as Gender Youth Diversity
to support sport and athletes possible – and that more athletes from equality empowerment and inclusion
globally, all year round.” more National Olympic Committees
(NOCs) were able to compete and
succeed on the world’s biggest
Thomas Bach, IOC President sporting stage.
The impact of this new strategic vision could
be seen in partner activations throughout the
Olympic Games Tokyo 2020
But the TOP programme is about venues to providing a range of “Without the support of our
The Worldwide Olympic Partners* more than just money. The Worldwide industry-leading products that were
Olympic Partners also play an integral vital for day-to-day operations, the Worldwide Olympic Partners,
role in the actual staging of the Games contributions of the Worldwide Olympic without their technology,
themselves, contributing products, Partners were behind every inspiring
services and expertise, while their global performance and every unforgettable expertise, people, services,
Olympic marketing campaigns help to moment, with Tokyo 2020 once again products and financing, the
promote both the Games and the Olympic demonstrating their vital importance
values, and increase support for the to the success of each Games. Olympic Games would simply
Olympic athletes. not be possible.”
In Tokyo, this support was as varied
as it was widespread. From supplying Jiří Kejval, Chair of the IOC
* Allianz’s Worldwide Olympic Partnership and Coca-Cola/Mengniu’s Joint TOP Partnership began in 2021, but due to the rescheduling of the Olympic Games Tokyo 2020 to 2021, certain limited
marketing rights were extended to these TOP Partners for this edition of the Games. cutting-edge technology to the Games Marketing CommissionIOC Marketing Report Tokyo 2020 Olympic Partnerships 43
Airbnb’s partnership with the IOC is Athlete Stays... Made Possible
focused on supporting athletes through by Hosts
opportunities for economic empowerment
while creating memorable experiences Airbnb’s Made Possible by Hosts
for fans worldwide, as well as providing campaign kicked off in February 2021.
accommodation support for use while The campaign – consisting of a series of
training and travelling.
Olympian & Paralympian
videos made using real photographs from
guests staying in the homes of Airbnb
hosts around the world – was launched
with the aim of celebrating the uniqueness
200+
athletes hosted
Online Experiences Online Experiences
of hosted travel.
For the Olympic Games Tokyo 2020, On the day of the Tokyo 2020 Opening
Airbnb worked with more than 200 Ceremony, Airbnb launched three new
Olympic and Paralympic athletes to
host Experiences giving guests the
chance to meet competing and retired
athletes spanning more than 50 sports
spots (Lovers and Fencers; The Whole
Team; Homes with Pools) telling the
story of athletes who stayed in Airbnb
10
Experiences hosted
homes. From a romantic getaway for two onsite from Tokyo
and 30 countries. Over 25 per cent of Olympic fencers to a team stay during
athletes who hosted Experiences were a Paralympian’s qualifying meet, the
Paralympians, 50 per cent were women campaign aims to show the more human
and five per cent were refugee athletes. side of athletes on real trips with their
The programming also included 10 loved ones, teammates and coaches.
Experiences hosted onsite from
Tokyo, to bring fans as close to the
action as possible. Athlete Support Programmes
To support athletes in their journey,
Unique Stays Airbnb launched two programmes
in 2021 offering athletes travel grants:
Among athletes who hosted stays and Airbnb500, a USD 500 travel grant that
Experiences on Airbnb during Olympic all competing athletes can use at their
Games Tokyo 2020, was Scottie Pippen. discretion for relaxing and recuperating,
The two-time Olympic gold medallist exploring a new destination, or training;
hosted three overnight stays at his and the Airbnb Athlete Travel Grant,
Chicago home offering the opportunity providing extra financial support to
to watch the Olympic Games on 500 athletes each year. In 2021, more
NBCUniversal’s broadcast networks. than 8,000 athletes benefited from
Pippen’s 1992 US Olympic men’s Airbnb athlete support programmes.
basketball teammates Larry Bird and
Patrick Ewing joined the project hosting
Online Experiences offering fans intimate
discussions about their Olympic journeys.
The project generated press interest
across the world.
Airbnb Fact BOX
Exclusive category:
Unique Accommodation Products,
Unique Experiences Services and
“We’re proud to support athletes in their
Olympian Experiences Services
journey through our incredible community
of hosts and guests who every day carry the Member of the TOP
Olympic spirit around the world.” Programme since: 2019
Catherine Powell, Airbnb Head of HostingIOC Marketing Report Tokyo 2020 Olympic Partnerships 45
After signing a historic 12-year partnership Migrating Broadcasts
with the IOC in January 2017, Alibaba to the Cloud
Group became the official “Cloud
Services” and “E-Commerce Platform For the first time in Olympic Games
Services” partner of the Olympic Games. history, Olympic Broadcasting Services
(OBS) used Alibaba’s cloud technologies
The unprecedented Olympic Games to bolster its coverage of the Olympic Olympic
Tokyo 2020 provided an opportunity for Games. Alibaba launched the “OBS broadcasts hosted
Alibaba to help contribute to the Olympic Cloud,” which supported service delivery in the cloud
Games’ digital makeover. Alibaba helped for Rights-Holding Broadcasters (RHBs). for the first time
media broadcasters transmit the world’s This allowed media organisations to
largest sporting event to fans via the transport less equipment and reduce the
cloud, migrated the sale of merchandise number of technical staff needed to cover
online, and supported athletes’ training the Olympic Games Tokyo 2020.
and recovery. Launched
OBS’ content delivery platform, first-ever
Content+, was fully migrated to the cloud-enabled
Let Hope Shine, digital pin
cloud to deliver short-form content,
Brighter Together as well as to help with content asset
management and content production.
Inspired by President Thomas Bach’s
remarks that “the Olympic flame can
During Tokyo 2020, nearly 9,000 short-
become the light at the end of this dark
form content clips were produced by the
tunnel,” Alibaba dedicated its Olympic
OBS Content+ crew to help enhance RHB daily steps, and access a collection of
campaign to the resilience of humanity in
coverage. The thousands of clips were digital pin artworks inspired by the 33
overcoming COVID-19. “Let Hope Shine,
accessible by the RHBs’ digital and social Olympics sports. Leveraging a wireless
Brighter Together” showed how people
media teams from around the world. connectivity technology known as
around the world were united by the spirit
Near-Field Communication, pin users
of hope, and how they found ways to push
Digitising the Olympic can also interact and make friends in
through hardship.
a contactless way.
Pin Tradition
The campaign also featured Japanese
Alibaba distributed the interactive pins
Olympian Horigome Yuto, who made In order to maintain the tradition of
to broadcasting and media professionals
history by becoming the first ever Olympic Olympic pins, and to help Olympic
working at the International Broadcasting
skateboarding champion. Pioneering the Games attendees follow social-distancing
Centre (IBC) and Main Press Centre (MPC)
way for skateboarding, a sport that was protocols at the same time, Alibaba
to help them engage and exchange social
once stigmatised, and its entrance to unveiled its digital Cloud Pins at Tokyo
media information safely and interactively
the Olympic Games, Horigome inspired 2020. The coin-sized pins use Alibaba’s
during the Olympic Games Tokyo 2020.
millions of fans around the world with his cloud technology to enable users to
story of determination and hope. digitally display their name, track
Looking Ahead to Olympic
Games Paris 2024
To generate excitement for the Olympic
Games Paris 2024, Alibaba launched
an activation for its campaigns at the
iconic Trocadéro, across the Seine from
the Eiffel Tower in Paris. Throughout
the Olympic Games Tokyo 2020, visitors
to the Trocadéro were able to enjoy a
broadcast of Alibaba’s “Let Hope Shine”
campaign videos.
Alibaba Group Fact BOX
Exclusive category:
Cloud infrastructure, Cloud
services, ticketing and e-commerce
“Together with the International Olympic
platform services
Committee and the Olympic Broadcasting
Services, we hope to take the Olympic Games to Member of the TOP
the next level with our cloud technologies. We are Programme since: 2017
all very excited about digitally transforming the
Olympic Games, starting from Tokyo 2020.”
Chris Tung, Chief Marketing Officer, Alibaba Group46 IOC Marketing Report Tokyo 2020 Olympic Partnerships 47
The movement will continue to 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.
Getting Behind the Olympic
& Paralympic Movements
1.1bn
impressions for
the Support Dog
In addition to the athletes featured in the Squad campaign
#SparkConfidence movement, Allianz
supports athletes across the world. This
includes hiring athletes, running Athlete
Allianz officially began its eight-year
worldwide insurance partnership
with the Olympic and Paralympic
Movements on 1 January 2021, building
Buddy Programmes to offer employees
the chance to be mentored by an athlete
and explore different development
topics together, and working together
16
Supported 16
athlete ambassadors
on a collaboration with the Paralympic with athletes as ambassadors. Allianz at the Olympic
Movement since 2006. Allianz’s supported 16 ambassadors at the Games Tokyo 2020
partnership focuses on the power of Olympic Games Tokyo 2020, who
sport to unite people, and is about won a total of 10 medals between them.
getting behind the hopes, challenges
and needs of athletes and the wider
Olympic and Paralympic Movements.
For What’s Ahead
Allianz’s partnership doesn’t stop at
300
Approximately
To mark its global partnership, Allianz the Olympic Games. It will continue to 300 million ad
launched initiatives to connect with get behind the Olympic and Paralympic impressions for the
athletes and fans across the world, #SparkConfidence
Movements in markets around the
including the #SparkConfidence campaign on
world – from supporting athletes in Olympics.com and
movement and the announcement of their careers, either as ambassadors or Tokyo2020.com
the Support Dog Squad on Olympic Day. as employees, to delivering insurance
solutions and services.
The Support Dog Squad provided
emotional support dogs to help Tokyo
2020 hopefuls, with the campaign
generating 1.1 billion impressions
through PR and social media.
#SparkConfidence 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 everyone to take a moment
and reflect on where they get their
confidence from and see how it can drive
us to feel more self-assured in tomorrow.
Allianz Fact BOX
Exclusive category:
Insurance
Starting both within Allianz and on social
media, the company encouraged athletes,
employees, volunteers and fans to share
their story of what or who gives them
confidence. This included Cate Campbell,
“Getting behind athletes’ hopes and ambitions as they Member of the TOP
Australian swimmer and winner of two
inspired the world with confidence, a competitive gold and one bronze medal in Tokyo, and
Programme since: 2021
Clarisse Agbégnénou, French judoka and
spirit and outstanding performances at the Olympic winner of two gold medals in Tokyo.
Games was an exciting way to celebrate Allianz’s first
year as a Worldwide Olympic Partner.” The #SparkConfidence movement
received almost 300 million ad
Oliver Bäte, Chief Executive Officer of Allianz SE impressions (digital views) on
Olympics.com and Tokyo2020.com.IOC Marketing Report Tokyo 2020 Olympic Partnerships 49
Atos has been a key technology provider Cloud
for the Olympic Movement since 1989
and the Worldwide IT Partner since 2001. Atos delivered and fully managed
Behind the scenes, the Atos team has all critical IT services remotely
brought their trusted digital expertise through the cloud to enhance
and long-term experience to ensure delivery consistency and effectiveness.
the successful IT delivery of the last
10 editions of the Olympic Games.
In line with its own commitments,
Atos is actively participating in
global efforts to reduce the
200,000
hours of technology
For Tokyo 2020, several adaptations environmental impact of the testing remotely
had to be made to provide the Olympic Games. This included:
ever-more-critical digital services
managed by Atos to fully support the • Implementing cloud native
50%
Tokyo 2020 Organising Committee applications
in their objective to host safe and secure
Olympic Games for all participants. • Supporting key technology rehearsal
reduction in
or systems homologations remotely physical servers
Real-time Results and
• Scaling down the number of physical
Edge Computing System servers from 250 to 135, reducing the
energy consumption and reducing the
Atos provided critical digital solutions
carbon footprint of the Games.
to Tokyo 2020, including Olympic
Diffusion Systems (ODS) and Olympic
Management Systems (OMS) supporting Advanced Access Control Modernisation of Applications
the planning and operations of the System and Security
Olympic Games. For the first time in Atos has enhanced digital transformation
Tokyo, Atos implemented edge computing With all its digital security through the modernisation of applications.
technology in competition venues, knowledge, Atos managed to secure While apps were previously arranged by
allowing reduced processing time. the entire IT infrastructure and critical user type, Atos has widely implemented
Competition results collected could be services needed for the successful microservices to improve productivity
delivered in real-time to the media and delivery of the Olympic Games. The and speed.
supporters around the world. Worldwide IT Partner developed the
most innovative Advanced Access As the secure, decarbonised digital
Control System (AACS) ever, which technology landscape evolves, Atos teams
ensured accredited Olympic family are eager to pursue their commitment in
members could safely access the 350 of bringing continuous innovation for the
venues entry points, reinforcing security successful organisation of the next editions
and optimising the control and access to of the Olympic Winter Games Beijing 2022
the official areas. and Olympic Games Paris 2024.
Atos Fact BOX
Exclusive category:
lnformation technology products,
“The Olympic Games Tokyo 2020 have made history in the way services and solutions
they have been delivered and will be remembered as the most Member of the TOP
digitally connected Olympics in history. As a long-standing Programme since: 2001
partner of the IOC, Atos is committed to support the secured
digital journey of the Olympic Games, including sustainable
solutions towards ‘climate positive’ Olympics by 2030. As
spectators were not permitted on-site for Tokyo 2020, Atos’s
integration and digital technology expertise allowed fans to
enjoy the Olympic Games 24/7, from any device, anywhere
in the world.”
Patrick Adiba, CEO of Major Events, Atos50 IOC Marketing Report Tokyo 2020 Olympic Partnerships 51
As the only Worldwide Olympic • Supplying more than 800
and Paralympic Partner with its non-motorised bicycles that offered
global headquarters located in the convenient mobility for Tokyo 2020
host city, the Olympic and Paralympic officials, volunteers, and athletes.
Games Tokyo 2020 were a special
moment for Bridgestone. • Ensuring venues were earthquake-
ready through its cutting-edge
In addition to serving as the Official
Tyre of the Olympic and Paralympic
Games, Bridgestone contributed a
seismic isolation bearings that were
installed at the Tokyo Aquatics Centre
and Ariake Arena. These flexible
5,000+
tyre safety checks
wide range of solutions, services, and structural supports isolate a structure conducted during
expertise to help support a safe and from the ground to help reduce the the Games
smooth Games-time experience for spread of seismic shock and decrease
everyone involved. the chance of damage in the event
of an earthquake.
As a global leader in sustainable solutions
beyond tyres, this included supplying a
variety of innovative, diversified products
• Supplying specially-designed track
bicycles for Team Japan athletes
24
medals won by
and services that are engineered to competing in the sprint events. Team Bridgestone
support reliable and accessible mobility, athlete ambassadors
earthquake readiness, building efficiency • Applying its tyre and rubber expertise
and more. This included: to develop advancements in
equipment for Team Bridgestone Para
• Keeping the official IOC and IPC athletes in Japan, including rubber
fleets in motion by providing its soles for prosthetic running blades and Olympic and Paralympic message,
high-performing tyres to fit more tyres for wheelchair tennis players. “Chase Your Dream,” aimed to empower
than 3,000 vehicles, including cars people of all abilities to persevere through
and buses, unique concept vehicles adversity in pursuit of their dreams.
that will help move athletes and
Empowering Athletes – And
officials, competition support All Individuals – To Chase Team Bridgestone athlete ambassadors
vehicles, and more. Their Dreams were the primary voices for these efforts,
with the company supporting the journey
• Offering its network of automotive Bridgestone has long believed in the of more than 70 inspiring Olympians,
service centres in Japan to provide power of sport to excite, unite, and Paralympians, and hopefuls in 20 countries
regular tyre checks and any inspire people across all borders and to represent the brand – its largest global
necessary tyre services. backgrounds. The company’s global Team Bridgestone roster to date.
Bridgestone Fact BOX
Exclusive category:
Tyres, restrictive automotive vehicle
services, non-motorised bicycles and
“Tokyo 2020 underscored the Olympic Movement’s diversified (rubber) products
commitments to diversity, equality and inclusivity, which are
closely aligned with Bridgestone’s core values. By providing Member of the TOP
products and services, along with more than 300 employees who Programme since: 2014
volunteered throughout the Games, we were proud to play a part
in creating an environment where athletes could finally chase
their dreams and in supporting safe and efficient operations.”
Shu Ishibashi, Member of the Board, Global CEO
and Representative Executive Officer, Bridgestone Corporation52 IOC Marketing Report Tokyo 2020 Olympic Partnerships 53
80
placard bearers
recruited for the
Opening Ceremony
to celebrate diversity
296m
media impressions
of the I Belong
Here campaign
Sustainability the country, where a portion of the drive engagement while contributing to the
proceeds was donated to the athletes. digital transformation of the fan experience.
In support of Tokyo 2020’s sustainability Several thousand Olympic and
concept – “Be better, together: For the Paralympic Support Vending Machines Providing a platform for Coca-Cola to
planet and the people” – Coca-Cola worked were installed nationwide. engage with fans in Japan and around
with the Tokyo 2020 Organising Committee the world, the PLAYNATION featured
and other partners to help realise a more I Belong Here group experiences and games that could
sustainable society in Japan and around be played anywhere, whether through
the world, through the three themes of Coca‑Cola and the IOC worked together the Virtual Torch Relay, or gamification
resources, inclusion and communities. to promote their shared values and experiences. Coca-Cola also offered
introduce Gen Z fans to the Olympics exclusive video content through
With regards to resources, this included: through the “I Belong Here” digital unlockable rewards based on user
platform, which was launched ahead engagement across the platform during
• Distributing 100 per cent recycled PET of the Tokyo 2020 Olympic Games. the Games.
bottle products along the route of the
Tokyo 2020 Olympic Torch Relay. The platform featured a series of co-branded Digital Pin Trading
digital experiences promoting diversity
• Using bottle-to-bottle recycling to turn and unity. Fans could create a personal Coca-Cola has been at the heart of pin
most of the bottles distributed and digital banner illustrating their values and trading, a treasured fan experience that
consumed at the competition venues identity through the “My Flag Belongs celebrates the spirit of the Games, since
into Coca-Cola products again. Here” tool. Additional activations included the Olympic Winter Games Calgary 1988.
the “My Story Belongs Here” Instagram In light of the pandemic, the Olympic
• Using recycled PET bottles collected filter and the “My Style Belongs Here” Games Tokyo 2020 required events on the
within The Coca-Cola System to feature, enabling users to “recreate” iconic ground to look a little different. Coca-Cola
produce fibres for the Tokyo 2020 Olympic moments with various graphics. therefore launched a digital pin initiative
Olympic Torchbearer uniforms. running via the Coke ON app in Japan,
Olympic Torch Relay which allowed users to trade and collect
• Providing every Olympian with a pins digitally.
Powerade-branded squeeze bottle.
As a Presenting Partner of the Tokyo 2020
Torch Relay, Coca-Cola held a nationwide
Inclusion efforts included:
Olympic Torchbearer recruitment
campaign in summer 2019 to ignite public
Coca-Cola
• Celebrating diversity by recruiting
attention for the coming Games and
Fact BOX 80 Placard Bearers from all genders
participation in the Olympic Torch Relay.
and backgrounds to lead the Parade
Exclusive category: of Nations as part of the Olympic and First-ever Joint TOP
For the 121 days of the Olympic Torch’s
Non-alcoholic beverages Paralympic Opening Ceremonies. Partnership Agreement
journey across all 47 of Japan’s prefectures,
“Coca-Cola is proud to be a Worldwide Olympic and Member of the TOP • Supporting Pride House Tokyo – a
the Coca-Cola-sponsored convoy truck
and Team Coca-Cola engaged the In 2019, the IOC, The Coca-Cola
Paralympic Partner for Tokyo 2020. We are honoured Programme since: 1986 pop-up information centre and events Company and China Mengniu Dairy
public and helped build excitement and
to be a part of the movement that makes it possible venue that has created a permanent
enthusiasm for the start of the Games. Company Ltd announced the first-ever
for athletes from all over the world to come together safe space for the next generation of Joint TOP Partnership Agreement. The
Coca-Cola has supported every Olympic LGBT+ youth as an enduring legacy of partnership combined the non-alcoholic
to pursue their dreams and be a part of history.” Games since 1928 and once again the Olympic and Paralympic Games PLAYNATION beverage and the dairy categories
Manolo Arroyo, Global Chief Marketing Officer, The Coca-Cola Company refreshed Olympic athletes, officials, Tokyo 2020. into a new joint category, and brought
volunteers and fans with its beverages and In addition to Coke ON – its incredibly Chinese dairy company Mengniu into
engaged consumers during Tokyo 2020, Work in communities included: popular loyalty mobile application in Japan the family of Worldwide TOP Partners.
which marked The Coca-Cola Company’s – Coca-Cola developed a virtual brand For more details, visit: Olympics.com/
first Games as a Worldwide Partner of • Installing “Olympic and Paralympic experience for the Olympic Games Tokyo ioc/partners/coca-cola-mengniu
both the Olympic and Paralympic Games. Support Vending Machines” across 2020 called PLAYNATION, which helped54 IOC Marketing Report Tokyo 2020 Olympic Partnerships 55
Cutting-edge solutions from Worldwide Olympic venues, helping to elevate the
Olympic Partner Dow could be found performance and aesthetic of facades,
throughout the Olympic Games Tokyo building envelopes and electrical systems
2020, with the company’s materials while delivering a sustainable legacy.
science expertise helping power
infrastructure technologies and Recyclable Signs and Banners
9
deliver a sustainable legacy.
Collaborating with local partner Toppan,
Better Building Performance Dow elastomer technology was used existing venues
to create a new polyolefin-based fabric were retrofit with
From coating emulsions and insulation for temporary banners with improved Dow solutions
recyclability, which were used throughout that enhances
sealants to elastomers for electronic
Games venues and around the host city. sustainability and
wiring, Dow supported the Games with building performance
solutions that enhanced sustainability
and served as a catalyst for better Once the Games concluded, Dow and
building performance. Toppan collected these banners and signs
This included within Tokyo’s Olympic
Stadium, which was rebuilt for the Games
in order to upcycle them into different
products. Collected banners or signage
were re-palletised as a renewable resin
5m+
Dow’s carbon
and constructed with multiple Dow and blended with timber from wood waste programmes—
to produce wood-plastic composite which include
technologies in paints, coatings, insulation Sochi 2014, Rio
and wiring, and the Nippon Budokan – materials for benches, floors and more.
2016 and Dow’s
one of three major venues originally built carbon partnership
for the Olympic Games in 1964 that were Carbon Partnership with the IOC—have
upgraded for Tokyo 2020. Known as the delivered more
spiritual home of Japanese martial arts, than 5m tonnes of
As the Official Carbon Partner of the IOC, CO2e reductions
structural protection of this important site Dow ignites action among organisations
is key, with Dow solutions helping reduce both within and outside of the Olympic
damage from moisture, shield the exterior Movement to adopt technologies and
walls by providing excellent dirt and water practices that meet local market needs
resistance, and protect the integrity of and deliver real third-party verified climate
interior walls. benefits. The cumulative results of Dow’s of CO2e (carbon dioxide equivalent)
carbon programmes – which include reductions, earning external recognition
In total, building solutions powered by Sochi 2014, Rio 2016 and Dow’s carbon and allowing the IOC to become carbon
Dow technologies were used during the partnership with the IOC – have so far neutral, balancing its operational carbon
retrofitting of nine of the pre-existing delivered more than five million tonnes footprint for 2017-2020.
Dow Fact BOX
Exclusive category:
Chemicals, raw materials
and compounds used across
“As the Games’ Official Chemistry Company, it is a distinct
selected industries
honour for us to demonstrate the powerful connection
between sport and science on the world’s largest athletic Member of the TOP
stage and bring new levels of materials science innovation Programme since: 2010
and sustainability to many Olympic Games.”
Michael Reed, Vice President, Dow Sports Marketing SolutionsYou can also read
