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Eurosport’s brand identity for Tokyo 2020 revealed

-New Eurosport Olympic Games Tokyo 2020 logo influenced by Manga unveiled to coincide with 500 days to go milestone

-Perrette: We will deliver an unrivalled experience that serves sports fans with every minute, every sport and every athlete

-Eurosport ready to build-on a record-breaking Olympic Winter Games PyeongChang 2018


To celebrate 500 days until the flame is lit in Tokyo’s Olympic Stadium, Eurosport – Home of the Olympics in Europe* – has today unveiled the on-screen brand mark for next year’s Olympic Games Tokyo 2020.

Seeking a design that would be versatile, intertwined with the need to build a common story around all sports featured at Tokyo 2020, Eurosport’s creative inspiration centres on Manga – a unique style of Japanese comic book aimed at both adults and children.

The logo unites the Eurosport logo, Olympic rings and Manga-influenced Tokyo 2020 typeface, thus bridging the gap between western and eastern cultures and ushering Manga into a new era.

JB Perrette, President and CEO Discovery International, said: “Our Olympic Games journey started with PyeongChang 2018. It was our great privilege to broadcast the greatest show on earth to passionate communities of fans across Europe.  We used innovative techniques and new ways of engagement across all platforms to make these Games truly digital, which were instrumental in delivering record viewership.

“We have set our ambition for Tokyo even higher. We are committed to delivering a Games experience at a scale that has never been seen before; we’ll be bigger and bolder, engaging more people on more screens and showing every minute, every sport, and every athlete.

“Eurosport broadcasts 70% of the Summer Olympic sport disciplines so our line-up of world-class experts are uniquely placed to tell the stories that really matter, delivering unrivalled sports expertise. Our award-winning Eurosport cube was a huge hit and we will amplify this experience using the latest technologies for Tokyo 2020 to immerse fans in the action like never before.”

George Aivazoglou, Vice President of Marketing at Eurosport, added: “We wanted our Tokyo 2020 brand identity to create a unique symbol that incorporates and respects Japanese culture and the iconic Eurosport logo, to become instantly recognisable and resonate with millions of people watching the Games across Europe.

“Over the next 18 months, fans will witness how this new creative vehicle will underpin Eurosport’s marketing campaign ahead of and during Tokyo 2020. With this design we believe we have created a visual identity that is versatile, conveys the dynamic side of the Games and engages younger generations – truly visionary.”

In June 2015, the International Olympic Committee announced it would award multimedia rights for 50 countries and territories to Discovery, Inc. and Eurosport for the 2018 through the 2024 Olympic Games.  For PyeongChang 2018, its first as Home of the Olympics in Europe, Eurosport reported record-breaking viewer numbers for the Olympic Winter Games, which also saw 63% of Europe’s population watching the event.**

The Opening Ceremony of the Olympic Games Tokyo 2020 will take place on Friday 24 July with the Games to continue until 9 August.

*Excludes France 2018-2020. Excludes Russia. Eurosport will be an Official Broadcaster in the UK 2018 and 2020.

** Representative from Discovery’s top ten markets, Discovery’s own and partner platforms. 

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