What type of study is this?

This is a Quantitative Study study.

September 23, 2025

Olympic Games Marketing in Japan

Key Points

Consumers exhibited confusion regarding sponsor classification, reducing the effectiveness of marketing efforts.
Frequent TV viewers identified more strongly with the Olympics and were more impacted by sponsors than occasional viewers.
The study involved a survey assessing consumer perceptions of Olympic sponsorships and their overall effectiveness.
Findings highlight a need for clearer communication from sponsors to enhance consumer engagement and recognition.

Abstract

The purpose of this study was to determine the Japanese consumers' image of and the effectiveness of current Olympic sponsorships in Japan. A survey instrument was designed to assess consumers' identification of Olympic sponsors and to evaluate their effects. Specifically, data were collected for Olympic sponsors (The Olympic Programme and Japanese Olympic Committee JOC sponsors) and Gambare Nippon campaign (GNC) sponsors. In conclusion, the study found that consumers were confused about the classification and identity of sponsors. In addition, those who viewed TV more frequently identified more strongly with the Olympics and were impacted more by sponsors than were less frequent viewers.

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