Tokyo Olympics Will Be Postponed To 2021, But Will Still Retain 2020 Branding
Image via Ned Snowman / Shutterstock.com
Due to unprecedented occurrences brought on by the global coronavirus pandemic, organizers of the Tokyo 2020 games announced on Monday that the Summer Olympics will be postponed to 23 July 2021, according to the Wall Street Journal. However, the event will retain the Tokyo 2020 name.
As baffling as the decision might seem, the confusion is just a small price to pay for a greater good. Most notably, the Tokyo 2020 branding has already been emblazoned on merchandise everywhere. The Wall Street Journal reports that it has been in use since 2015, and official stores have been retailing merchandise since 2018, including a US$15,000 gold bar.
The new “Tokyo 2020” name has been carved into the new relay torch, and the logo can be seen all over Japan, from its billboards and transport system to commercials and digital clocks around the nation.
As it is, the International Olympic Committee (IOC) has amassed a marketing budget of US$1.2 billion for the Tokyo 2020 games.
Furthermore, the “Tokyo 2021” branding has already been copyrighted by a major art event, pointed out Prof Yuji Kawakami, economics professor at Tokyo’s Teikyo University. If the IOC were to switch the moniker, it would likely result in a copyright clash.
Tokyo Gov. Yuriko Koike also mentioned in a television interview that the Olympics have always been held in years with even numbers. “An odd number is out of the question,” she elaborated.
The Games were supposed to run between 24 July and 9 August this year, but have since been postponed to an opening date of 23 July 2021, with the closing ceremony taking place on 8 August 2021.
This will be the first time the Olympics will be postponed, so there is no clear-cut decision on how to manage the branding. In 1944, the London Olympics were canceled instead of postponed due to World War II, but the city was reinstated to hold the event again in 1948.
Then comes the concern about ensuring that the branding is consistent in marketing around the world. Mattel, for instance, has already debuted Olympic-themed Barbie dolls for Tokyo 2020. Nike also unleashed a whole selection of uniforms for athletes competing in the event. With an abrupt name change, it’s hard to guarantee that all products with the “Tokyo 2020” name will be taken off shelves.
“[Keeping the current name] is the right answer in terms of marketing,” explained Prof Kawakami.
#breaking Tokyo 2020 organizers announce new dates for summer Olympics:
— Will Ripley (@willripleyCNN) March 30, 2020
Tokyo Olympics: July 23 - Aug 8, 2021
Paralympics : Aug 23 - Sept 4, 2021
And five months later...
Beijing Olympics Feb 4 - Feb 20, 2022 pic.twitter.com/rIDkpdxejJ
[via Fast Company, cover image via Ned Snowman / Shutterstock.com]
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