Brett Gillett
Oct 30, 2019

The Rugby World Cup: A game-changer for advertisers in Japan

Host Japan's success on the pitch led to big audience gains for brand sponsors like Canon and advertisers like Subaru, showing how big TV events can optimise multi-screen digital campaigns, prior to the 2020 Olympic Games.

Canon was an official sponsor of Japan's Rugby World Cup

Rugby may not be Japan’s national sport, but the World Cup is changing the game with awareness levels hitting an all-time high of 83.9%. This is a rise from just over half 51.2% of the population since 2015, according to the World Cup Organising Committee. The Japanese games especially reached larger audiences than ever before, causing Japan to break the record for a single-market live audience for its home team game versus Ireland.

But...

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