David Blecken
Jan 9, 2017

McLaren finds a connection with sumo's lightest star

The British company has become the first international car brand to align with an athlete in Japan's national sport.

Ishiura outside McLaren's showroom in Ariake

Japan’s national sport of sumo would seem to have little in common with high-performance cars, not least because its athletes tend to be too big to fit into the seats. But McLaren Automotive sees much in common with sumo’s most compact star, Masakatsu Ishiura.

On 7 January at its industrial showroom in Tokyo’s Ariake, the British carmaker presented Ishiura with a branded keshō-mawashi, the ceremonial belt worn by upper-level wrestlers as they enter...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Less can be more, even in digital
Premium
13 hours ago

Less can be more, even in digital

At an IPG Mediabrands’ roundtable, experts discussed the pitfalls of choice in the digital space, moving away from campaign-led marketing and getting on board with digital transformation.

Premium
These Yoox deals will self-destruct in 15 seconds
Premium
13 hours ago

These Yoox deals will self-destruct in 15 seconds

Click now, or the Sergio Rossi heels get the chainsaw.

Premium
Branded copy has a positive impact on ad performance: NetElixer
Premium
13 hours ago

Branded copy has a positive impact on ad performance...

Examining over 60,000 Google AdWords Expanded Text Ads, NetElixir's 'Ad Copy Championship' looks at the choices that drove the highest conversion.

Premium
How much do you work? Take Campaign's survey
Premium
13 hours ago

How much do you work? Take Campaign's survey

Campaign is polling marcomms professionals in Asia-Pacific on workloads and overtime hours. Help us find out how much midnight oil our industry is burning.