December 9, 2022


TOKYO — On Friday, July 23, 2021, the Olympics will start with reference after reference to a 12 months that’s, effectively, not 2021.

In actual fact, all through Tokyo, “2020” is all over the place. It’s on airport indicators and highway indicators and flags, on uniforms and photographer bibs and lanyards, on taxis and Video games-related autos and extra. Even the WiFi community on an Olympics shuttle bus is called “Sushi2020.”

As a result of the 2021 Olympics are, formally, the 2020 Olympics. However why?

The reply, in fact, stems from the postponement of the Video games final March, from 2020 to 2021, because of the COVID-19 pandemic. On the time, organizers “agreed that the Video games will maintain the identify Olympic and Paralympic Video games Tokyo 2020.”

And that call, for probably the most half, was a business determination.

“There are lots of causes,” a Tokyo organizing committee supply advised Yahoo Sports activities. Considered one of them, he stated, was that “final 12 months in March, torches, medals, different branding objects, and merchandise had been already being made utilizing the identify ‘Tokyo 2020’ and a reputation change would have meant extra prices.”

Sustaining the ‘Tokyo 2020’ model

In different phrases, Olympic organizers had already dedicated hundreds of thousands upon hundreds of thousands of {dollars} to the “Tokyo 2020” model. They had been able to promote bodily representations of it — t-shirts, flags, mascot stuffed animals, souvenirs of every kind. They had been additionally able to promote it intangibly, backed by full-fledged advertising and marketing campaigns developed over a number of years.

National Stadium, where the opening and closing ceremonies for the Olympics will be held, is branded with

Nationwide Stadium, the place the opening and shutting ceremonies for the Olympics can be held, is branded with “Tokyo 2020” like all over the place else. (AP Picture/Kiichiro Sato)

“The first asset the IOC and Tokyo Organizing Committee sells is its mental property and the corresponding model fairness related to the marks, logos, designations, symbols, and so on.,” defined Michael Lynch, a veteran sports activities marketer who previously managed Visa’s sponsorship of the Video games. “All that Olympic IP is branded 2020, together with IOC and [organizing committee] artistic, sponsor artistic, promoting artistic, promotional artistic, licensed merchandise, tickets, on-site signage, occasions, you identify it, all about to hit the market. It might be an infinite and pointless expense for all of this Olympic IP to be modified.”

And as Lynch talked about, the expense wouldn’t simply hit organizers. It might hit their broadcast companions, their sponsors, anyone with a model technique associated to the Olympics.

A few of them have developed artistic rebrands, with logos that dub these the “202One Olympics,” or that form the within of the second zero in “2020” as a “1.”

(USA Swimming)

(USA Swimming)

However the official branding remained “Tokyo 2020,” because it has been ever for the reason that IOC awarded these Video games to the Japanese capital manner again on Sept. 7, 2013. Most Video games stakeholders welcomed the choice to stay with the unique identify.

Thousands and thousands of {dollars} in merch goes to waste

On the time of the choice, nonetheless, organizers hoped that 2021 would deliver normalcy. That followers from across the globe would nonetheless journey to Tokyo to have fun the resilience of humankind — and to purchase merch. Plenty of it. Every little thing from clothes to chopsticks to umbrellas with the official “Tokyo 2020” marks.

It had the potential to generate some $100 million, and far of it had already been manufactured. So organizers and licensed retailers stashed it away in warehouses, hoping it could fly off cabinets come summer time 2021.

As an alternative, they face huge losses as a result of no followers will attend the Video games in any respect. No vacationers will descend on Tokyo. No locals will mill about exterior stadiums and arenas, in bustling downtown areas and by Tokyo Bay. Most of the dozens of official merchandise retailers all through the host metropolis have both closed or welcomed only a few guests. This side of the “Tokyo 2020” technique has been undone by the virus.

There was as soon as a thought amongst some consultants that the individuality of those Video games, the primary ever postponed, would make all that merchandise sellable as invaluable collectors objects. However the Olympics grew to become so unpopular in Japan, and so fraught with controversy, that the model probably has develop into irreversibly tarnished. Toyota just lately pulled all its Japanese TV commercials associated to the Video games.

Nonetheless, although, lengthy earlier than COVID, 1000’s of volunteer shirts and banners and different non-retail objects had been designed and made as if the 2020 Olympics had been going to occur in 2020. And so they’re, regardless of what calendars may inform you, nonetheless the 2020 Olympics.

Extra Olympics protection from Yahoo Sports activities:



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