James Venn | How brands can activate their Olympic rights in 2020

With many countries across the world being in various states of lockdown, 15 April passed like most other days during this period. Ordinarily it would have been covered as the 100-day mark before the Opening Ceremony for Tokyo 2020, but on this occasion no reference was made. In addition to the International Olympic Committee (IOC) marking this milestone in our calendars, Olympic partners have often capitalised on conversation around the day to launch their global Olympic marketing programmes. With other milestones looming for the now-postponed global sports events such as the Uefa European Championships first match (12 June) and Olympic Day (23 June), we are moving into unprecedented territory with event partners considering whether to activate their association with these properties, without the events actually taking place. With this challenge facing brands, we started by reviewing the Olympic activities to date. The vast majority of The Olympic Partners (TOPs) responded quickly to the announcement of the postponement of Tokyo 2020, aligning with each other in tone.

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