Tokyo 2020 

Tokyo 2020 Gold Partner – Fujitsu

The Project Challenge:

TrueGold was tasked with providing a thorough summary of the experiences of previous sponsors to educate, inspire and direct the way to activate sponsorship for the Tokyo 2020 Summer Olympic and Paralympic Games for Fujitsu. As Cities, Tokyo and London share many similarities across business, sport and culture. As companies Fujitsu and BT share a common bond in technology and infrastructure. The collaboration of Olympic partners, past and future, provides a foundation for sharing experience on brand activation, employee engagement, marketing activation, new business development and corporate legacy.

Solution:

TrueGold organised a series of meetings to gain an understanding of Fujitsu’s:

  • Current marketing structure

  • Objectives of the Olympic sponsorships

  • Company support and infrastructure for a Games activation

  • Audit of technology and showcasing of new projects through Olympic activations

Project update reports were conducted on a regular basis with a rotation of teams within Fujitsu resulting in realignment based on changing dynamics.

Final Document and Presentation included 4 sessions of QnA by integration teams.

Results:

TrueGold produced a comprehensive report as a result of client meetings and London 2012 sponsor and statistical research. The report served as a headline document for further program development throughout the company and was divided into 3 parts:

1. Case Studies of BT, Lloyds Bank, BMW and other relevant sponsors to the London 2012 Olympic and Paralympic Games in key areas:

  • Volunteers

  • Hospitality

  • Torch Relay

  • Employee motivation

  • Paralympic Engagement

  • Rugby 2019 in Tokyo 

  • Legacy

2. Recommendations aimed at preparing Fujitsu for Tokyo 2020. TrueGold outlined ideas for the lead up and activation activities for Fujitsu for the Olympic and Paralympic Games in the following key areas:

  • Hospitality

  • Showcasing

  • Employee engagement and motivation

  • Sales

  • Communications  

3. Beyond Tokyo. TrueGold provided a format for measuring success and creating long lasting programmes as a result of Olympic and Sport sponsorships. Topics included:

  • Sustainable partnerships

  • Integrating and maximising Olympic brand principles in Fujitsu business

  • Development of a sports technology direction and focus

  • Establishment of a legacy team to plan, activate and monitor post event programmes

     

Sponsorship announcement:

https://tokyo2020.org/en/news/news-20150219-02-en