2020 Summer Olympics marketing was a long running campaign that began when

Tokyo Tokyo, officially the Tokyo Metropolis, is the capital of Japan, capital and List of cities in Japan, most populous city in Japan. With a population of over 14 million in the city proper in 2023, it is List of largest cities, one of the most ...

won its bid to host the games in 2013.

Symbols

Emblem

The official emblems for the 2020 Olympics and Paralympics were unveiled on 25 April 2016; designed by Asao Tokolo, who won a nationwide design contest, it takes the form of a ring in an indigo-coloured checkerboard pattern. The design is meant to "express a refined elegance and sophistication that exemplifies Japan". The checkered design resembles a pattern called ''ichimatsu moyo'' that was popular during the

Edo period The , also known as the , is the period between 1600 or 1603 and 1868 in the history of Japan, when the country was under the rule of the Tokugawa shogunate and some 300 regional ''daimyo'', or feudal lords. Emerging from the chaos of the Sengok ...

in Japan from 1603 to 1867. The designs replaced a previous emblem which had been scrapped due to allegations that it plagiarized the logo of the Théâtre de Liège in Belgium.

Slogan

The Tokyo bid slogan was ''Discover Tomorrow'' (). While ''ashita'' literally means 'tomorrow', it is intentionally spelled as ''mirai'' 'future'. The official slogan for the Tokyo 2020 Games, ''United By Emotion'' (), was unveiled on 17 February 2020.

Mascots

The Tokyo 2020 Organising Committee began accepting submissions for the official mascots of the Games from 1 to 14 August 2017. A total of 2,042 entries were received. Three shortlisted entries were unveiled at the Kakezuka Elementary School on 7 December 2017. A poll was then conducted between 11 December 2017 and 22 February 2018 to choose the winning entry, with each participating elementary school class allocated one vote. The results were announced on 28 February 2018. The winning entry was candidate pair A, created by Ryo Taniguchi, which received 109,041 votes, followed by Kana Yano's pair B with 61,423 votes and Sanae Akimoto's pair C with 35,291 votes. Miraitowa is a figure with blue checkered patterns inspired by the Games' official logo, which has old-fashioned charm and new innovation combined with a special power of instant teleportation. Both Miraitowa and Someity were named by the Organising Committee on 22 July 2018.

Video games

Sega is a Japanese video game company and subsidiary of Sega Sammy Holdings headquartered in Tokyo. It produces several List of best-selling video game franchises, multi-million-selling game franchises for arcade game, arcades and video game cons ...

re-gained the rights to produce video games based on the Olympics, after the rights for 2018 were held by

Ubisoft Ubisoft Entertainment SA (; ; formerly Ubi Soft Entertainment SA) is a French video game publisher headquartered in Saint-Mandé with development studios across the world. Its video game franchises include '' Anno'', '' Assassin's Creed'', ' ...

. Sega has developed officially licensed games for various platforms since the

2008 Summer Olympics The 2008 Summer Olympics (), officially the Games of the XXIX Olympiad () and officially branded as Beijing 2008 (), were an international multisport event held from 8 to 24 August 2008, in Beijing, China. A total of 10,942 athletes fro ...

, most notably the '' Mario & Sonic'' series. At Sega Fest 2019, Sega announced they will be releasing four titles that will take place in the 2020 Olympics: * '' Olympic Games Tokyo 2020 - The Official Video Game'' (for

Nintendo Switch The is a video game console developed by Nintendo and released worldwide in most regions on March 3, 2017. Released in the middle of the Eighth generation of video game consoles, eighth generation of home consoles, the Switch succeeded the ...

Xbox One The Xbox One is a home video game console developed by Microsoft. Announced in May 2013, it is the successor to Xbox 360 and the third console in the Xbox#Consoles, Xbox series. It was first released in North America, parts of Europe, Austra ...

, PC and

PlayStation 4 The PlayStation 4 (PS4) is a home video game console developed by Sony Interactive Entertainment. Announced as the successor to the PlayStation 3 in February 2013, it was launched on November 15, 2013, in North America, November 29, 2013, in ...

) * '' Mario & Sonic at the Olympic Games Tokyo 2020'' (for Nintendo Switch) * ''Mario & Sonic at the Olympic Games Tokyo 2020 - Arcade Edition'' (for Arcades) * ''Sonic at the Olympic Games - Tokyo 2020'' (for

iOS Ios, Io or Nio (, ; ; locally Nios, Νιός) is a Greek island in the Cyclades group in the Aegean Sea. Ios is a hilly island with cliffs down to the sea on most sides. It is situated halfway between Naxos and Santorini. It is about long an ...

and Android) ''Mario & Sonic at the Olympic Games Tokyo 2020 '' on the Switch released on November 5, 2019, worldwide. ''Olympic Games Tokyo 2020 - The Official Video Game'' released on July 24, 2019, for PlayStation 4 and Nintendo Switch in

East Asia East Asia is a geocultural region of Asia. It includes China, Japan, Mongolia, North Korea, South Korea, and Taiwan, plus two special administrative regions of China, Hong Kong and Macau. The economies of Economy of China, China, Economy of Ja ...

, while the release date for the other territories is June 22. ''Sonic At The Olympic Games - Tokyo 2020'' released for mobile devices on May 6, 2020. The arcade game came out in 2020. In the

Konami , commonly known as Konami, , is a Japanese multinational entertainment company and video game developer and video game publisher, publisher headquartered in Chūō, Tokyo, Chūō, Tokyo. The company also produces and distributes trading card ...

game, '' eBaseball Powerful Pro Yakyuu 2020'', the game includes "Tokyo 2020 Olympics Mode" where players can play at the Fukushima Azuma Baseball Stadium and the

Yokohama Stadium is a baseball stadium in Naka-ku, Yokohama, Japan. It opened in 1978 and has a capacity of 34,046 people. It is primarily used for baseball and is the home field of the Yokohama DeNA BayStars. The stadium features dirt around the bases an ...

with Tokyo 2020 branding.

Corporate sponsorship and advertising

, total sponsorship for the 2020 Games reached approximately $1.3 billion, setting an Olympics record (the

in Beijing attracted $1.2 billion).

Songs and anthems

Like most Olympic Games has featured official songs for each sport event since 2021, the

IOC The International Olympic Committee (IOC; , CIO) is the international, non-governmental, sports governing body of the modern Olympic Games. Founded in 1894 by Pierre de Coubertin and Demetrios Vikelas, it is based in L ...

and the Tokyo 2020 Organizing Committee to choose your favorite songs. * ''Colorful'' J-pop artists have been tapped for a new song called “Colorful,” the official song produced by Team

Coca-Cola Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...

for the Tokyo 2020 Summer Olympics and Paralympic Games The following artists participated in the recording of the track celebrating diversity: Ai,

Motohiro Hata is a Japanese singer-songwriter. He debuted under the major label BMG Japan in 2006 with the single . Early life and career Hata is the youngest of three brothers. He moved to Yokohama when he was 2. He began playing the guitar at age 3, a ...

Little Glee Monster Little Glee Monster (リトルグリーモンスター, Ritoru Gurī Monsutā) is a J-pop, Japanese girl vocal group, formed in 2013. The group currently consists of Asahi Kobayashi, Mayu Yoshida, Karen Koga, Mika Fujihira, Yumi Nagai, and Kamal ...

Daichi Miura is a Japanese singer, songwriter, dancer, and choreographer. He also directs his own concerts. He belongs to Rising Production and has a record contract with Avex. He is from Okinawa Prefecture, Japan. He has an official fan club called "Daichi ...

Perfume Perfume (, ) is a mixture of fragrance, fragrant essential oils or aroma compounds (fragrances), Fixative (perfumery), fixatives and solvents, usually in liquid form, used to give the human body, animals, food, objects, and living-spaces an agre ...

Taemin Lee Tae-min (; born July 18, 1993), better known mononymously as Taemin, is a South Korean singer-songwriter, dancer, and actor. He debuted as a member of the South Korean boy band Shinee in May 2008 and the supergroup SuperM in 2019, both un ...

(

SHINee Shinee ( ; ; ; stylized as SHINee) is a South Korean boy band formed by SM Entertainment in 2008. The group consists of four members: Onew, Key (entertainer), Key, Choi Min-ho, Minho, and Taemin. Originally a five-piece band, Jonghyun died on ...

MIYAVI , better known by his stage name MIYAVI (雅, ''Miyabi'', stylized in all caps), is a Japanese guitarist, singer-songwriter, record producer, and actor known for his finger- slapping style of playing a guitar. He has been active since 1999, f ...

Nasty C Nsikayesizwe David Junior Ngcobo (born 11 February 1997), known professionally as Nasty C, is a South African rapper, songwriter, and record producer. After releasing three mixtapes, and two Extended play, EPs, Ngcobo released his debut album ' ...

Sabrina Carpenter Sabrina Annlynn Carpenter (born May 11, 1999) is an American singer, songwriter, and actress. She first gained prominence starring on the Disney Channel series ''Girl Meets World'' (2014–2017). She signed with the Disney Music Group, Disney ...

, Ayumu Imazu, Blue Vintage, Mizki, Sanari, and Chikuzen Sato (Sing Like Talking). * ''

Paprika Paprika is a spice made from dried and ground red peppers, traditionally ''capsicum annuum''. It can have varying levels of Pungency, heat, but the peppers used for hot paprika tend to be milder and have thinner flesh than those used to produce ...

'' (パプリカ) is a song by the children choral group Foorin.

NHK , also known by its Romanization of Japanese, romanized initialism NHK, is a Japanese public broadcasting, public broadcaster. It is a statutory corporation funded by viewers' payments of a television licence, television license fee. NHK ope ...

invited

Kenshi Yonezu is a Japanese singer-songwriter and illustrator. He started releasing Vocaloid music under the stage name in 2009. In 2012, he debuted under his real name, releasing music with his own voice. He has sold at least 4.2 million physical copies and ...

to produce it as a cheer song for the 2020 Summer Olympics. * '' Wave Your Flag'' is song the international global pop music group

Now United Now United (sometimes abbreviated as NU) is a global pop group formed in West Hollywood, California, West Hollywood, Los Angeles County, USA, in 2017 by ''Idols (TV series), Idols'' creator Simon Fuller. Originally debuting with 14 members from ...

. * ''

ASAP ASAP usually stands for " as soon as possible". ASAP may also refer to: Arts and media Music Performers * ASAP (band), a hard rock band fronted by Adrian Smith * ASAP Mob, a recording group from Harlem, New York ** ASAP Ferg (born 1988), Americ ...

'' is a song recorded by South Korean girl group

STAYC STAYC (; , acronym for Star to a Young Culture) is a South Korean girl group formed by High Up Entertainment. The group is composed of six members: Sumin, Park Si-eun (entertainer), Sieun, Isa, Seeun, Yoon, and J. Mainly produced by K-pop duo ...

for their second

single album In music, a single is a type of release of a song recording of fewer tracks than an album ( LP), typically one or two tracks. A single can be released for sale to the public in a variety of physical or digital formats. Singles may be standa ...

Staydom ''Staydom'' (stylized in all caps) is the second Korean-language single album by South Korean girl group STAYC, released almost five months after the group's debut. It was released on April 8, 2021, by High Up Entertainment and distributed by Kaka ...

''. * ''

Kite A kite is a tethered heavier than air flight, heavier-than-air craft with wing surfaces that react against the air to create Lift (force), lift and Drag (physics), drag forces. A kite consists of wings, tethers and anchors. Kites often have ...

'' the Japanese boy band

Arashi is a Japanese boy band consisting of five members formed under the Johnny & Associates talent agency. The members are Satoshi Ohno, Sho Sakurai, Masaki Aiba, Kazunari Ninomiya, and Jun Matsumoto. Arashi officially formed on September 15, 199 ...

The song "Kite" served as the theme song for NHK's coverage of the 2020 Summer Olympics, including the special program "2020 Stadium" (2020スタジアム) hosted by the group. *

Naoki Satō is a Japanese composer. He has provided the music for several popular anime series and films, including the first five ''Pretty Cure'' series, '' X'', ''Eureka Seven'', ''Sword of the Stranger'', ''Assassination Classroom'', and '' Blood-C''. ...

composed the music for the medal ceremonies. Satō chose not to employ any musical elements distinctive to Japan "because victory ceremonies are for athletes from around the world" and he wanted all medalists to "feel at ease" when taking their places on the podium, regardless of their nationality. * '' Imagine'' pre-recorded version of the song performed by

John Legend John Roger Stephens (born December 28, 1978), known professionally as John Legend, is an American singer, songwriter, and pianist. He began his musical career working behind the scenes for other artists, playing piano on Lauryn Hill's " Every ...

Keith Urban Keith Lionel Urban ( né Urbahn; 26 October 1967) is an Australian and American country singer, songwriter and guitarist. Recognised with four Grammy Awards, he has also received 15 Academy of Country Music Awards, including the Jim Reeves Int ...

Alejandro Sanz Alejandro Sánchez Pizarro, better known as Alejandro Sanz (; born 18 December 1968), is a Spanish musician, singer and composer. He has won 22 Latin Grammy Awards and four Grammy Awards. He has received the Latin Grammy for Latin Grammy Award ...

and

Angélique Kidjo Angélique Kpasseloko Hinto Hounsinou Kandjo Manta Zogbin Kidjo (; born July 14, 1960) is a Beninese- French singer-songwriter, actress and activist noted for her diverse musical influences and creative music videos. Kidjo has won five Grammy A ...

and Suginami Junior Chorus, with musical arrangement by

Hans Zimmer Hans Florian Zimmer (; born 12 September 1957) is a German film score composer and music producer. He has won two Academy Awards, a BAFTA Award, five Grammy Awards, and has been nominated for three Primetime Emmy Awards, Emmy Awards and a Tony ...

, was featured in the opening ceremony for the 2020 Summer Olympics in Tokyo in July 23 2021. * '' 200 Copas'' The colombian singer

Karol G Carolina Giraldo Navarro (born February 14, 1991), known professionally as Karol G, is a Colombian singer. Considered as one of the most influential reggaeton and Urban contemporary music, urban pop artists, she has received awards including a ...

this new single 200 Copas. * ''Dreamers'' The South Korean Boy Group

Ateez Ateez (; stylised in all caps) is a South Korean boy band formed by KQ Entertainment. The group consists of eight members: Hongjoong, Seonghwa, Yunho, Yeosang, San, Mingi, Wooyoung and Jongho. They debuted on October 24, 2018, with the extende ...

released their first Japanese single, which serves as the fifth ending theme for the 2020 reboot anime series Digimon Adventure. * ''Remember This'' the 2020 Tokyo Olympics came to a close. Luckily, the

Jonas Brothers The Jonas Brothers () are an American pop rock band formed in 2005 comprising brothers Kevin Jonas, Joe Jonas, and Nick Jonas. Raised in Wyckoff, New Jersey, the Jonas Brothers moved to Little Falls, New Jersey, in 2005, where they wrote thei ...

couldn't have brought a more perfect performance for the occasion with their upbeat hit single “Remember This”. on

NBC The National Broadcasting Company (NBC) is an American commercial broadcast television and radio network serving as the flagship property of the NBC Entertainment division of NBCUniversal, a subsidiary of Comcast. It is one of NBCUniversal's ...

References

{{Reflist, 2

Marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

Olympic marketing