The postponement of the Tokyo Olympics and Euro 2020 tournament may have given sponsors time to rethink and restrategise, but a year on they want sports fans to start believing the hype.
Postponed from last year, the 2020 Tokyo Olympic Games are due to get underway on 23 July. Before then on 11 June another rescheduled tournament, the 2020 UEFA European Football Championship, kicks off.
A digital-led marketing approach is opening up new channels for the International Olympics Committee, allowing it to reiterate its values ahead of the postponed Tokyo 2020 Games.
Pushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
Next CEO Simon Wolfson says the retailer is looking to invest in “great brands”, which “bring something unique to the market with a clear market position”.
Being able to justify each pound spent is a healthy mindset to have in any marketing business, say senior marketers from Diageo, CALM, AMS and Salesforce.
Currently Diageo’s chief operating officer, Debra Crew claims four years’ experience in senior marketing roles at Nestle and seven years in marketing at Kraft Foods.
CMO Todd Kaplan says the new visual design ushers in a “new era” for Pepsi and will help to drive brand distinction, while also turning the spotlight onto its zero sugar alternative.