How Covid and geopolitics forced many brands to pass on both the mass appeal of the Olympics and a very special moment within China.
The Summer Games were not what lead sponsor Toyota had counted on, but nonetheless the automaker endeared itself to Japanese by focusing on bettering society, say in-market commentators.
One of the brains behind Tokyo’s successful 2013 bid to host the Olympic Games thinks the event will be an operational triumph that also represents an unprecedented challenge for sponsors.
'Experience the moment' brings together athletes and their far-away support systems.
Olympic sponsors have a key role to play in restoring Japan’s position at the forefront of global technological progress.
When the world's largest sporting event rolls around every four years, brands take out the big guns, and the budgets to boot. On the eve of the London games, we take a look at some of the best TVCs marking the occasion.
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