Japan Updates

Game on: Pico forms strategic alliance for Tokyo 2020 brand sponsorship

Pico’s TBA teams up with Empire Entertainment to leverage brand engagement opportunities surrounding the Tokyo 2020 Olympics.

Pico Group subsidiary, TBA, has formed a strategic alliance with Empire Entertainment, a brand experience and entertainment group based in Tokyo and New York City, to provide brand experience strategies in the lead-up to the Tokyo 2020 Olympics.

The alliance will combine TBA’s experience in logistics management with Empire’s expertise in live and broadcast events, experience design, talent management, and innovative event technologies.

Gregory Crandall, director of brand engagement, Pico+ and TBA Hong Kong, says: “Since 2000, at eight Olympic Games, Pico has provided infrastructure, sponsorship and hospitality, torch relay logistics and other event management services. Working closely with Empire will allow us to deliver optimal services for both Japanese clients and clients seeking to activate in Japan through Empire’s deep understanding of Japanese culture, intimate local knowledge, and access to locations and resources.”

From early in the bid process, the Tokyo Organising Committee of the Olympic and Paralympic Games (TOCOG) stated their aim was to use the Tokyo 2020 Olympic Games as a showcase for Japanese technology, with many sponsors investing in innovation in the lead up to 2020.

“Tokyo has already eclipsed all previous Olympic Games in terms of sponsor support, with reports of almost US$3 billion committed and more partners expected,” Ted Miller, president and CEO, Empire Entertainment Japan K. K. says.

“The people, expertise and resources of the Empire-TBA alliance position us to support Olympic sponsors, from worldwide partners to local official supporters; helping them to make the most of their investments during the Olympic Games and beyond as they ride the wave of interest in the Games with engaging and memorable brand experiences.”