Rugby World Cup campaigns a 'road test' for the 2020 Olympics

Brands are treading carefully as they calculate how to get the most out of the biggest international sporting event before the Tokyo Games next year.

Japan in action against England in 2018 (Shutterstock)

With approximately 100 days until the Rugby World Cup gets underway, Japan is soon to find itself at the centre of the sporting world for a prolonged period. It’s an unfamiliar position for the country and for a number of domestic sponsors, and both the rugby and Tokyo 2020 are seen as a rare opportunity to forge an emotional connection with international audiences.

Domestic sponsors 

At the same time, Japan’s relationship...

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