Why this year’s Olympics are still called the Tokyo 2020 Olympics

Barring a last-minute cancellation due to the increase in COVID-19 cases in Japan, the Olympic Games opening ceremony is expected to take place this Friday, July 23, 2021.

The Tokyo 2020 Games are all everyone’s talking about right now, even though it’s 2021.

While it may be confusing, there is a simple answer: They were scheduled from July to August 2020, but postponed to March, at the height of the coronavirus pandemic, until now.

So why the Olympics still bearing the Tokyo 2020 name when will they take place until 2021?

This answer is also easier than you might think. According to Yahoo! Sports, the organizers “agreed that the Games would retain the name of the Tokyo 2020 Olympic and Paralympic Games.” One source noted that there were many reasons, but the most important was that the Tokyo 2020 merchandise, along with many other items bearing the year, had already been printed.

“Last year, in March, torches, medals, other branded items and merchandise were already manufactured under the name ‘Tokyo 2020’ and a name change would have resulted in additional costs,” one explained simply. Tokyo Organizing Committee, by Yahoo! Sports.

This year’s Olympics are already taking a huge financial hit as spectators have been banned from the events. This means lost sales on everything from souvenirs to food and drink. According to Yahoo! Sports. International visitors had previously been banned, meaning Tokyo is losing money spent on hotels and restaurants, etc.

However, it’s not just about how much it would cost the Olympic Planning Committee to take down a bunch of t-shirts and teddy bears with the wrong year printed on them. By the time the Games were rescheduled, hundreds of thousands of dollars had already been pumped into advertising campaigns and other marketing materials that took years to create. In other words, it would have cost broadcast partners, sponsors and a whole bunch of other people tons of money.

“The main asset that the IOC and the Tokyo Organizing Committee sell is its intellectual property (IP) and the corresponding brand equity associated with brands, logos, designations, symbols, etc.”, Michael Lynch, a marketing specialist longtime athlete who previously managed the Visa partnership. with the Olympics, the outlet said. “All of this Olympic intellectual property is marked 2020, including ICO and [organizing committee] creative, creative sponsor, creative ad, creative promotional, licensed merchandise, tickets, on-site signage, events, etc., it’s all about to hit the market. It would be a huge and unnecessary expense to change all this Olympic intellectual property. “

Some brands have tried to change course slightly, adding nods to the change of year in their marketing materials. Like Yahoo! Sports pointed out, a few brands are calling this the “202One Olympics” or throwing a “1” inside the second zero in 2020. The fact remains that this year’s Olympic Games are the Tokyo 2020 Olympic Games. although they take place in 2021.

It’s been a weird year. What is another thing?

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