Kirsty Bouwers
Jun 25, 2019

Urban sports give brands an exciting alternative from the norm at Tokyo 2020

Sponsors testing the waters in this relatively low-cost, high-engagement area need to take extra care to strike the right tone.

Tokyo 2020 is a trial run for sports such as skateboarding, which may or may not feature at subsequent Olympics (Shutterstock)

The addition of so-called urban sportsskateboarding, BMX freestyle, surfing, and 3x3 basketballto next year’s Olympics adds an edge to the usual excitement, for brands as well as audiences. Tokyo 2020 will be the first time for these sports to take a mainstream stage, presenting a unique opportunity for companies that may never have considered such an association before.

Some greeted the addition of these sports to the games with surprise, but it’s a...

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
or call+852 3175 1913


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 +65 9771 3034
or email

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Taobao Festival launches world's first rocket restaurant in Hangzhou
16 minutes ago

Taobao Festival launches world's first rocket ...

STRANGER THINGS: See how Chinese entrepreneurs are taking rocket recycling to new heights.

Malaysian radio station releases street food video in response to Netflix snub
1 hour ago

Malaysian radio station releases street food video ...

Netflix failed to include Malaysia in its street food series, so Malaysians decided to take matters into their own hands.

This mom is a real monster (but in a good way)
6 hours ago

This mom is a real monster (but in a good way)

THE WORK: 'Monster' by Grey Group for Olay.

How this one lesson from TV can make your digital budget work harder
7 hours ago

How this one lesson from TV can make your digital ...

Advertisers should rediscover the lost art of capitalising on adstock theory, according to InSkin Media's APAC GM.