A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing

2020-08-03 08:54:21 0 Comment 257 views
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Prior to this, there was an unofficial thing that appeared on Chinese Weibo hot searches, that is, the folk designers on the Japanese non-governmental


A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


Sports Big Business Issue 1858, welcome to pay attention to the leading sports industry information platform


A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing



|Zhang Jiaxi

Sports big business reporter


At the end of June this year, the International Olympic Committee officially announced that the sponsorship fee for the Tokyo Olympic Games companies with 62 sponsors has exceeded US$3.1 billion. Later, when Google announced that it became the official supporter of the Tokyo Olympics, the Tokyo Olympics sponsors became 63.

Before this, there was an unofficial thing that appeared on Chinese Weibo hot search, that is, the folk designers on the Japanese non-governmental organization world-flags created the two-dimensional image of national flags of various countries , Cheering for the Olympics. This matter has aroused heated discussion among Chinese netizens. Of course, for the Japanese people, thisIn fact, as expected, because the second dimension is flooding their lives.

These creations reflect the passion of the Japanese people for the Olympics. To allow Tokyo to play its greatest vitality and combine with the Olympics, in fact, the Tokyo Olympic Organizing Committee has long been prepared and put into action, that is, let the Olympics increase the second dimension. After all, Akihabara, southwest of Taito District, Tokyo, is the city of animation.

People's enthusiasm + corporate support, the Tokyo Olympic Games won 63 sponsors

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Currently, the Tokyo Olympics has 63 sponsors, including 15 gold partners, 32 official partners and 16 official supporters. These sponsors will provide more than $3.1 billion in sponsorship.

A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


15 gold medal partners for the Tokyo Olympics


A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


32 official partners of the Tokyo Olympics



A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing

16 official supporters of the Tokyo Olympics


These above, not including sponsorship The three Japanese companies of the International Olympic Committee: automobile manufacturing company Toyota (Toyota), tire manufacturer Bridgestone (Bridgestone) and electrical company Panasonic (Panasonic). It is reported that these three Japanese companies have supported the International Olympic Committee over hundreds of millions of dollars.

Since Uberroth received the Olympic marketing rights in 1984, the Olympic Games began specific marketing Commercialization process, while TokyoThe sponsorship of the Olympic Games created the history of the Olympic Games. The figure of US$3.1 billion is three times that of the previous Olympic Games in London and Brazil. At present, there is still one year before the Tokyo Olympics, and the number of sponsorships is expected to increase.


A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


The first round of ticket draw for the Tokyo Olympics is over

The Tokyo Olympic Organizing Committee stated that the Tokyo Olympics can achieve current commercial success, and a large part of it comes from the enthusiasm of the people, because of this , Enterprises see the value in the Olympics, so they are willing to support the Olympics. According to statistics, 7.5 million Japanese registered for tickets through the lottery system, and the cumulative number of visits to the ticket sales website was approximately 24.25 million. Of course, because the ticket grabbing was too popular, 3.22 million tickets were sold in the first round of lottery. Many people did not become lucky for the system.child.

can win the support of many local people, which has the attraction of the Olympic Games itself to the Japanese sports community It also has a series of efforts by the Tokyo Olympic Organizing Committee, including measures to integrate with the city's characteristics and the use of the Olympics to integrate the two-dimensional propaganda method.

Introduced animation Olympic ambassador + sent to the sky, Tokyo Olympic Organizing Committee uses the second dimension to build momentum for the Olympics


"Two-dimensional" isCompared with the real world, the term "three-dimensional" belongs to the two-dimensional world. It comes from Japanese and can refer to animation, animation or games. The Olympics and the second dimension were not without correlation before. For example, most of the Olympic mascots are cartoon characters, which can also be said to be a two-dimensional element in a broad sense.

Most of the intersection between the Olympic Games and the second dimension comes only from the mascot or the organizing committee Animated promotional film will be launched, and the Tokyo Olympic Organizing Committee will use the second dimension in the Olympics to the extreme.

A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


Doraemon is the special ambassador for Tokyo’s bid for the Olympic Games, and its Roman sound "Doraemon" in Japanese means guardian angel


During Japan’s bid for the Olympics, Doraemon became the special ambassador for Tokyo’s application for the 2020 Olympic Games. He served until 2On September 7, 0113, the International Olympic Committee officially announced that Tokyo will host the 2020 Olympic Games.

As ​​a representative of Japanese animation and one of the famous anime characters, Doraemon has many fans all over the world. The respect and friendship it represents is Olympic The values ​​of the Tokyo Olympic Games are also the reason why the Tokyo Olympic bidding committee regards him as an ambassador for the Olympic bid.

Youth and vitality are the concepts conveyed by the second dimension most of the time, and they are also what the Tokyo Olympic Organizing Committee hopes to convey to people. Of course, they also hope to attract more people. Many young people pay attention to the Olympics. At the closing ceremony of each Olympic Games, there will be a display session of the next Olympic Games host city. At the closing ceremony of the Rio Olympic Games, in 8 minutes of Tokyo, the Tokyo Olympic Organizing Committee once again boldly used the second dimension.Moved it to reality.


A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


Abe Shinzo incarnation of Super Mario appeared at the Rio Olympics closing ceremony

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Anime characters such as Da Kongyi, Doraemon, Hello Kitty and so on have appeared, even Shinzo Abe Also incarnate Super Mario, followed by appearance. Japan hopes to build the Tokyo Olympics into an event with unique Japanese culture, which is different from European and American culture, and animation culture is an important part of Japanese culture.

The time has come to 2017, and the Tokyo Olympic Organizing Committee has made "Sailor Moon" , "One Piece", "Naruto", "Crayon Shin-chan", "Dragon Ball", "Pretty Girl of Light", "Astro Boy", "Nine characters in the eight animation works of "Youkai Watch" became Olympic ambassadors. At present, Olympic products containing these elements have appeared in retail stores for the Tokyo Olympics.


A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing



9 cartoon character posters appeared in Tokyo Olympic retail stores


Of course, the Tokyo Olympic Organizing Committee is not only doing the above-mentioned things done on earth, this year they are His brains are wide open and he plans to send the characters from the anime "Mobile Suit Gundam" into space next year and send a message of solidarity with the Olympics to the ground. This move is to build momentum for the Tokyo Olympics. Later, the Tokyo Olympic Organizing Committee will also announce the situation of Gundam in space through social networking sites.

A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


The Tokyo Olympic Organizing Committee plans to send Gundam God


Why is it up? Because of "Mobile Suit"Gundam" is one of the most famous and enduring works in Japanese animation works, and the series is still being updated. After Gundam entered the public eye in the 1970s, it caused a wave of Japanese robots and inspired a generation, and this year is also the 40th anniversary of the work.

A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


The two-dimensional image of the Chinese flag designed by a Japanese folk designer


It is foreseeable that these are definitely not the end of the Tokyo Olympic Organizing Committee’s joint second dimension, and there will be more and more surprises in the future. Of course, because of these "beginnings" of the Tokyo Olympic Organizing Committee, Japanese folk designers created the two-dimensional images of national flags of various countries and spontaneously cheered for the Tokyo Olympics. The image of China has also been praised by netizens.

A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


Tokyo Olympic and Paralympic mascot


In addition, the Tokyo Olympic Organizing Committee has a "circle fan" behavior, that is, when determining the mascots of the Tokyo Olympics and Paralympics, elementary school students from all over Japan voted together.In the end, the mascot identified the "Miraitowa" full of eternal hope for the future and the representative cherry blossom variety and the powerful "Someity".

Behind the crossover is the US$19.8 billion Japanese animation market and the tradition of combining sports and animation


The Tokyo Olympic Organizing Committee is able to create a propaganda method closely related to the second dimension. It is not a blind decision, but based on Japan’s second The huge income of the dimensional crowd and the Japanese animation market.

According to the survey results released by the Japan Animation Association in December 2018, the scale of the Japanese animation market in 2017 has reached 2.15 trillion yen (approximately $19.8 billion), which is the first breakthrough in the Japanese animation market The level of 2 trillion yen has created a record scale. Among these are the reasons why Japanese anime is popular overseas, and the Chinese two-dimensional group's love for Japanese anime and games.

In 2017, the sales of Japanese animation industry’s overseas business projects included 994.8 billion yen (approximately US$9.17 billion) in sales of animation films and animation games. It can be seen that in terms of animation culture output, Japan has achieved very good results. Therefore, it is a reasonable and creative decision for the Tokyo Olympic Organizing Committee to combine the Olympics with the second dimension.Not only will the Tokyo Olympic Organizing Committee have a very good reputation in China, but also the Tokyo Olympics will have a good publicity effect overseas.

A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


Japan has a lot of sports animation works


Of course, combining sports with the second dimension has long been a tradition in Japan. The first is animation works that include various sports items. "Captain Tsubasa", "Slam Dunk", "Prince of Tennis", "Hei Zi's Basketball", "Major League Baseball", etc. These works are very influential. Many of the current childhood idols of professional athletes come from these animations. works. For example, Ozora Tsubasa planted football dreams for Torres and Aguero, and Sakuragi Flower Road and Rukawa Kaede influenced a generation of Japanese basketball players such as Tian Wo Yuta.

A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


"Tank Girl" appeared on Mito HollyHock's jersey


In addition to animation works, the Japanese professional sports league also has examples of combining with animation. In the J1 league, Osaka Sakura and "One Piece" have reached a cooperation. In addition to cooperating with Hot Blood Animation, Japanese professional football clubs also have a precedent for cooperating with girls comics. For example, in the J2 League, the combination of Mito HollyHock team and "Chariot Girls", Gifu FC and "Nonglin", Tokyo Green and "Amagi Brilliant Paradise" are the combination of the club and the two-dimensional cute girl.

In addition to combining with the second dimension to promote the Tokyo Olympics, Tokyo also launched the second dimension characters Promotional posters combined with traditional culture to promote the city of Tokyo.

A record of 3.1 billion US dollars in sponsorship for the Tokyo Olympics! The most popular fan of two-dimensional marketing


Urban publicity posters combining the two dimensions and traditional culture that have appeared on the streets of Tokyo


It is conceivable that Tokyo will have more creative plans and promotional strategies in the future to encourage people to go to Tokyo to watch the Olympics next year. From a longer-term perspective, Japan is moreI hope that the non-Olympic time period can also attract people's attention to Japan and Tokyo.

The Tokyo Olympic Organizing Committee used very pleasing and clever promotional and marketing points to enlarge Tokyo has the advantages of modern culture and traditional culture at the same time. Now, one year before the Tokyo Olympics, I look forward to the Tokyo Olympics will bring even greater surprises and bring a second-dimensional event in the sports world.

Note: The pictures used in this article are from the Internet

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