Tokyo Games and omni-channel marketing

Sardar Mohammadi, Seyyed Iman Ghaffarisadr, Mike Rayner

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


The Olympic Games is a mega event that draws countless spectators from all over the world, with more than 11,000 athletes from 206 countries competing in 339 events for gold medals. However, due to the COVID-19 global pandemic, the 2019 Tokyo Olympics were postponed. While postponement of Olympics set a new precedent, they had previously been canceled three times due to World Wars. Nonetheless, what this illustrates is that even mega events are susceptible to global phenomena, and it is appropriate to evaluate suitable marketing strategies for mega events during a state of global emergency. In this chapter, we will examine how Omni-channel marketing was used in these games and discuss the sustainability strategy that this platform of marketing can provide from the following perspectives: (a) an explanation of Omni-channel marketing, (b) distinction between different types of marketing, including Omni-channel, multi-channel and cross-channel marketing, (c) description of how successful Omni-channel marketing has been implemented in Tokyo 2020 Games, (d) illustration of the impact of CTVs on the successful implementation of Omni-channel marketing at 2020 Tokyo Olympics, and (e) analysis of how innovation was implemented in Tokyo 2020 games marketing.
Original languageEnglish
Title of host publicationDigital Marketing in Sports: Global Perspectives
EditorsBrandon Mastromartino, James J. Zhang
Number of pages18
ISBN (Electronic)9781003430353
ISBN (Print)9781032553719
Publication statusPublished - 10 Nov 2023

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