2020 Summer Olympics marketing was a long running campaign that began when

Tokyo Tokyo (; ja, 東京, , ), officially the Tokyo Metropolis ( ja, 東京都, label=none, ), is the capital and List of cities in Japan, largest city of Japan. Formerly known as Edo, its metropolitan area () is the most populous in the world, ...

won its bid to host the games in 2013.

Symbols

Emblem

The official emblems for the 2020 Olympics and Paralympics were unveiled on 25 April 2016; designed by Asao Tokolo, who won a nationwide design contest, it takes the form of a ring in an indigo-coloured checkerboard pattern. The design is meant to "express a refined elegance and sophistication that exemplifies Japan". The checkered design resembles a pattern called ''ichimatsu moyo'' that was popular during the

Edo period The or is the period between 1603 and 1867 in the history of Japan, when Japan was under the rule of the Tokugawa shogunate and the country's 300 regional '' daimyo''. Emerging from the chaos of the Sengoku period, the Edo period was characte ...

in Japan from 1603 to 1867. The designs replaced a previous emblem which had been scrapped due to allegations that it plagiarized the logo of the

Théâtre de Liège Théâtre de Liège is a theatre in Liège, Belgium. The theatre briefly became the subject of notoriety in July 2015 after it was found that its logo, designed by local designer Olivier Debie, had been plagiarized by the designer of the emblem ...

in Belgium.

Slogan

The Tokyo bid slogan was ''Discover Tomorrow'' ( ja, をつかもう, Ashita o tsukamō). While ''ashita'' literally means 'tomorrow', it is intentionally spelled as ''mirai'' 'future'. The official slogan for the Tokyo 2020 Games, ''United By Emotion'' ( ja, 感動による団結, Kando ni yoru danketsu), was unveiled on 17 February 2020.

Mascots

The Tokyo 2020 Organising Committee began accepting submissions for the official mascots of the Games from 1 to 14 August 2017. A total of 2,042 entries were received. Three shortlisted entries were unveiled at the Kakezuka Elementary School on 7 December 2017. A poll was then conducted between 11 December 2017 and 22 February 2018 to choose the winning entry, with each participating elementary school class allocated one vote. The results were announced on 28 February 2018. The winning entry was candidate pair A, created by Ryo Taniguchi, which received 109,041 votes, followed by Kana Yano's pair B with 61,423 votes and Sanae Akimoto's pair C with 35,291 votes. Miraitowa is a figure with blue checkered patterns inspired by the Games' official logo, which has old-fashioned charm and new innovation combined with a special power of instant teleportation. Both Miraitowa and Someity were named by the Organising Committee on 22 July 2018.

Video games

Sega re-gained the rights to produce video games based on the Olympics, after the rights for 2018 were held by

Ubisoft Ubisoft Entertainment SA (; ; formerly Ubi Soft Entertainment SA) is a French video game publisher headquartered in Saint-Mandé with development studios across the world. Its video game franchises include '' Assassin's Creed'', ''Far Cry'', ...

. Sega has developed officially licensed games for various platforms since the 2008 Summer Olympics, most notably the '' Mario & Sonic'' series. At Sega Fest 2019, Sega announced they will be releasing four titles that will take place in the 2020 Olympics: * '' Olympic Games Tokyo 2020 - The Official Video Game'' (for Nintendo Switch,

Xbox One The Xbox One is a home video game console developed by Microsoft. Announced in May 2013, it is the successor to Xbox 360 and the third base console in the Xbox series of video game consoles. It was first released in North America, parts of ...

, PC and PlayStation 4) * '' Mario & Sonic at the Olympic Games Tokyo 2020'' (for Nintendo Switch) * ''Mario & Sonic at the Olympic Games Tokyo 2020 - Arcade Edition'' (for Arcades) * ''Sonic at the Olympic Games - Tokyo 2020'' (for

iOS iOS (formerly iPhone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that powers many of the company's mobile devices, including the iPhone; the term also include ...

and Android) ''Mario & Sonic at the Olympic Games Tokyo 2020 '' on the Switch released on November 5, 2019, worldwide. ''Olympic Games Tokyo 2020 - The Official Video Game'' released on July 24, 2019, for PlayStation 4 and Nintendo Switch in

East Asia East Asia is the eastern region of Asia, which is defined in both Geography, geographical and culture, ethno-cultural terms. The modern State (polity), states of East Asia include China, Japan, Mongolia, North Korea, South Korea, and Taiwan. ...

, while the release date for the other territories is June 22. ''Sonic At The Olympic Games - Tokyo 2020'' released for mobile devices on May 6, 2020. The arcade game came out in 2020. In the

Konami , is a Japanese multinational video game and entertainment company headquartered in Chūō, Tokyo, it also produces and distributes trading cards, anime, tokusatsu, pachinko machines, slot machines, and arcade cabinets. Konami has casino ...

game, '' eBaseball Powerful Pro Yakyuu 2020'', the game includes "Tokyo 2020 Olympics Mode" where players can play at the Fukushima Azuma Baseball Stadium and the

Yokohama Stadium is a baseball stadium in Naka-ku, Yokohama, Japan. It opened in 1978 and has a capacity of 34,046 people. It is primarily used for baseball and is the home field of the Yokohama DeNA BayStars. The stadium features dirt around the bases an ...

with Tokyo 2020 branding.

Corporate sponsorship and advertising

total sponsorship for the 2020 Games reached approximately $1.3 billion, setting an Olympics record (the 2008 Summer Olympics in Beijing attracted $1.2 billion).

Official songs and anthems

Like most Olympic Games has featured official songs for each sport event since 2021, the

IOC The International Olympic Committee (IOC; french: link=no, Comité international olympique, ''CIO'') is a non-governmental sports organisation based in Lausanne, Switzerland. It is constituted in the form of an association under the Swiss ...

and the Tokyo 2020 Organizing Committee to choose your favorite songs with lyrics. * ''Colorful'' J-pop artists have been tapped for a new song called “Colorful,” the official song produced by Team

Coca-Cola Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlant ...

for the Tokyo 2020 Summer Olympics and Paralympic Games The following artists participated in the recording of the track celebrating diversity: Ai,

Motohiro Hata is a Japanese singer-songwriter. He debuted under the major label BMG Japan in 2006 with the single . Early life and career Hata is the youngest of three brothers. He moved to Yokohama when he was 2. He began playing the guitar at age 3, a ...

Little Glee Monster Little Glee Monster (リトルグリーモンスター, Ritoru Gurī Monsutā) is a Japanese girl vocal group, formed in 2013. The group currently consists of Asahi Kobayashi, Mayu Yoshida, Karen Koga, Mika Fujihira, Yumi Nagai, and Kamala Miyu ...

Daichi Miura is a Japanese singer, songwriter, dancer, and choreographer. He also directs his own concerts. He belongs to Rising Production and has a record contract with Avex. He is from Okinawa Prefecture, Japan. He has an official fan club called "Daichi ...

Perfume Perfume (, ; french: parfum) is a mixture of fragrant essential oils or aroma compounds (fragrances), fixatives and solvents, usually in liquid form, used to give the human body, animals, food, objects, and living-spaces an agreeable scent. Th ...

Taemin Lee Tae-min (born July 18, 1993), better known mononymously as Taemin, is a South Korean singer, actor and dancer. He debuted as a member of the boy band Shinee in May 2008 and the supergroup SuperM in 2019, both under SM Entertainment, and ...

(

SHINee Shinee ( ; ko, 샤이니, Syaini; ja, シャイニー, Shainī; stylized as SHINee) is a South Korean boy band formed by SM Entertainment in 2008. The group's musical impact in their native country has earned them numerous accolades and th ...

MIYAVI , better known by his stage name Miyavi (雅, stylized as MIYAVI), is a Japanese guitarist, singer-songwriter, record producer, and actor known for his finger- slapping style of playing a guitar. He has been active since 1999, first as guitaris ...

Nasty C Nsikayesizwe David Junior Ngcobo (born 11 February 1997), known professionally as Nasty C, is a South African rapper, songwriter, and record producer. After releasing three mixtapes, one being "Undisputed" and two EPs, Ngcobo released his debu ...

, Sabrina Carpenter, Ayumu Imazu, Blue Vintage, Mizki, Sanari, and Chikuzen Sato (Sing Like Talking). * '' Paprika'' (パプリカ) is a song by the children choral group Foorin.

NHK , also known as NHK, is a Japanese public broadcaster. NHK, which has always been known by this romanized initialism in Japanese, is a statutory corporation funded by viewers' payments of a television license fee. NHK operates two terrestr ...

invited

Kenshi Yonezu is a Japanese musician, singer-songwriter, record producer and illustrator who began releasing Vocaloid music under the stage name in 2009. In 2012, he debuted under his real name, releasing music with his own voice. He has sold at least 4.2 mi ...

to produce it as a cheer song for the 2020 Summer Olympics. * '' Wave Your Flag'' is song the international global pop music group

Now United Now United (sometimes abbreviated as NU) is a global pop group, formed in Los Angeles in 2017 by '' Idols'' creator Simon Fuller. Originally, the group was consisted of 14 members from 14 countries; but as of 2022, the group consist of 19 member ...

. * '' ASAP'' is a song recorded by South Korean girl group

STAYC STAYC (; , acronym for Star to a Young Culture) is a South Korean girl group formed by High Up Entertainment. The group is composed of six members: Sumin, Sieun, Isa, Seeun, Yoon, and J. They debuted on November 12, 2020, with the release of t ...

for their second

single album ''Single Album'' is the fourteenth studio album by the American punk rock band NOFX, released on February 26, 2021. It is the band's first studio album in nearly five years, since 2016’s '' First Ditch Effort'', marking the longest gap betwee ...

Staydom ''Staydom'' (stylized in all caps) is the second Korean-language single album by South Korean girl group STAYC, released almost five months after the group's debut. It was released on April 8, 2021, by High Up Entertainment and distributed by Kak ...

''. * ''

Kite A kite is a tethered heavier-than-air or lighter-than-air craft with wing surfaces that react against the air to create lift and drag forces. A kite consists of wings, tethers and anchors. Kites often have a bridle and tail to guide the fac ...

'' the Japanese boy band

Arashi is a Japanese boy band consisting of five members formed under the Johnny & Associates talent agency. The members are Satoshi Ohno, Sho Sakurai, Masaki Aiba, Kazunari Ninomiya, and Jun Matsumoto. Arashi officially formed on September 15, ...

The song "Kite" served as the theme song for NHK's coverage of the 2020 Summer Olympics, including the special program "2020 Stadium" (2020スタジアム) hosted by the group. *

Naoki Satō is a Japanese composer who has provided the music for several popular anime series including the first five ''Pretty Cure'' series, '' X'', '' Eureka Seven'', '' Sword of the Stranger'', and '' Blood-C''. He graduated from the Tokyo College of ...

composed the music for the medal ceremonies. Satō chose not to employ any musical elements distinctive to Japan "because victory ceremonies are for athletes from around the world" and he wanted all medalists to "feel at ease" when taking their places on the podium, regardless of their nationality. * ''

Imagine Imagine may refer to: * Imagination Music Albums * ''Imagine'' (Armin van Buuren album), 2008 * ''Imagine'' (Eva Cassidy album), 2002 * ''Imagine'' (Janice Vidal album), 2012 * ''Imagine'' (John Lennon album), 1971 ** ''Imagine: John Lennon' ...

'' pre-recorded version of the song performed by

John Legend John Roger Stephens (born December 28, 1978), known professionally as John Legend, is an American singer, songwriter, pianist, and record producer. He began his musical career by working behind the scenes, playing piano on Lauryn Hill's " Eve ...

Keith Urban Keith Lionel Urban (born 26 October 1967) is an Australian-American musician, singer, guitarist and songwriter known for his work in country music. Recognized with four Grammy Awards, Urban also received fifteen Academy of Country Music Award ...

, Alejandro Sanz and

Angélique Kidjo Angélique Kpasseloko Hinto Hounsinou Kandjo Manta Zogbin Kidjo (; born July 14, 1960), known as Angélique Kidjo, is a Beninese singer-songwriter, actress, and activist who is noted for her diverse musical influences and creative music videos. ...

and Suginami Junior Chorus, with musical arrangement by

Hans Zimmer Hans Florian Zimmer (; born 12 September 1957) is a German film score composer and music producer. He has won two Oscars and four Grammys, and has been nominated for two Emmys and a Tony. Zimmer was also named on the list of Top 100 Living G ...

, was featured in the opening ceremony for the 2020 Summer Olympics in Tokyo on July 23, 2021. * '' 200 Copas'' The Colombian singer

Karol G Carolina Giraldo Navarro (born 14 February 1991), known professionally as Karol G (stylized in all caps), is a Colombian singer and songwriter. She is predominantly described as a reggaeton and Latin trap artist, but has experimented with a ...

this new single 200 Copas. * '' Remember This'' the 2020 Tokyo Olympics came to a close. Luckily, the Jonas Brothers couldn't have brought a more perfect performance for the occasion with their upbeat hit single “Remember This”. on

NBC The National Broadcasting Company (NBC) is an American English-language commercial broadcast television and radio network. The flagship property of the NBC Entertainment division of NBCUniversal, a division of Comcast, its headquarters are l ...

. * '' Dreamers'' The South Korean Boy Band Ateez "Dreamers," a Japanese-language single included in the soundtrack of the anime "Digimon Adventure,".

References

{{Reflist, 2

Marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

Olympic marketing