Matthew Keegan
Jul 23, 2019

A year to Tokyo 2020: which brands will win the Games?

12 months out from the Tokyo Olympics, we take a look at how the Games are affecting Japan’s advertising market — and ask which brands stand to make the most from the sports extravaganza.

Tokyo 2020 Olympic Games mascot Miraitowa at a 'One Year To Go' ceremony in Tokyo Stadiuam in Chofu, on the outskirts of Tokyo.

It’s the world’s biggest stage for brands, and with the Tokyo 2020 Olympic Games only a year away, it’s no surprise that many companies are already going for gold. The International Olympic Committee IOC has recently reported record domestic sponsorship revenues of more than US$3 billion  three times more than any previous summer Games.

But which brands official or nonofficial sponsors, Japanese or non-Japanese are likely to be the biggest winners at next...

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