Nicole Aquias dives into SponsorPulse data and discusses the geographies where the 2020 Tokyo Olympic Games perform best.
We are now months away from the beginning of the 2020 Summer Olympic Games in Tokyo, an exciting time for world-class athletes to compete and celebrate their love and passion of sports. As the original event was postponed due to the COVID-19 pandemic, the International Olympic Committee (IOC) has been given the thumbs up to continue its efforts this summer from July 23rd until August 8th. With a total of 339 events throughout the Games, new competitions such as surfing, sport climbing, skateboarding, karate and baseball (men)/softball (women) will compliment the traditional sports that the world has come to associate with the multi-sporting tournament.
Through a sponsorship marketing lens, the IOC has grown tremendously in terms of global partnerships over the years. In 1985, the Committee created The Olympic Partners (TOP) programme, an initiative which attracts some of the best-known multinational companies in the world and grants them exclusive marketing rights to the Summer, Winter and Youth Olympic Games.
“The Worldwide Olympic Partners (TOP) Programme is more than a traditional sponsorship. Olympic Partners are crucial in staging the Games and in return they can access a unique platform to take their business to new heights”
These partners have developed long-term relationships with the IOC and work hard to advertise the Games; all while consequently building their business, connecting with their audiences, and displaying their social responsibilities. Their roles directly support the training and development of the athletes, provide financial and labor resources, and assist with marketing initiatives through campaigns and activations that drive positive experiences for both spectators and athletes.
Using SponsorPulse data, we can measure the upcoming Summer Olympic Games and identify which countries present the strongest area of opportunity for the international event. When comparing by SponsorPulse metrics, the country which presents the greatest sponsorship opportunity overall is Mexico, as 57% of the population has engaged with the competition at least once in the past year. Of that cohort, 44% claim that their interest in the Games will increase and 26% say they would be more likely to consider purchasing from a brand that sponsors the event in a way that they like. Tokyo 2020 is the 8th ranked property overall in Mexico.
In its country of origin, however, the 2020 Summer Olympic Games are the 2nd ranked property overall. In fact, out of all 18 global markets that SponsorPulse operates in, Japan has the highest level of excitement among its engaged population. 60% of those engaged claim to be excited about the event and what it has to offer, and 56% claim their interest will increase up to and during the games. Lastly, 31% of Japanese consumers who have engaged with the Games say they would be more favorable of a brand that sponsored the Tokyo 2020 in a way that they like.
The Olympic Games is one of those properties that resonates deeply in every country, not just the host nation. SponsorPulse data echoes this statement and demonstrates how salient the event is across the globe. Unsurprisingly, when SponsorPulse partnered with SportsPro Media to release the SP50MM list, it was the Summer Olympic Games that finished as the second most marketable property in the world.
For brands that have the resources to do so, it's certainly enticing to become a full-time a member of the TOP programme...
To learn more about the upcoming Summer Olympic Games and other mega multi-sport events, visit www.sponsorpulseimi.com!