Tokyo 2020 Olympic Games’ mascot Miraitowa will become a big feature of next summer in Japan. Photo: AFP
Simon Chadwick
Opinion

Opinion

Simon Chadwick

Explosion in Japan’s commercial partnerships shows the soft power on offer in sport

  • It’s half-time in Japan’s year of sporting mega-events with the Rugby World Cup behind it and the 2020 Olympics ahead
  • The sponsorship frenzy that has gone alongside those events carries a lesson for the world – Japan is still a commercial powerhouse

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Tokyo 2020 Olympic Games’ mascot Miraitowa will become a big feature of next summer in Japan. Photo: AFP
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