World Athletics Championships conclude Sponsors actively promote their brands

The 15th IAAF World Championships in Athletics (hosted by the International Association of Athletics Federations, IAAF) held in Beijing, China, concluded on August 30 after a nine-day schedule.

(Photo: Fort Kishimoto)

At the Games, Usain Bolt's strength stood out. Bolt won gold in the men's 100-meter and 200-meter races. Jamaica, featuring Bolt, also won the men's 400-meter relay for the fourth consecutive time, achieving a triple crown for the second consecutive Games following the previous Moscow Games.

For Japan, Takayuki Tanii in the men's 50km race walk won the team's only bronze medal. This marked the first time a Japanese athlete had ever stood on the podium in a race walking event at either the Olympics or World Championships. The Japan Association of Athletics Federations had set a selection criterion stipulating that the top Japanese finisher in each event placing within the top eight would be provisionally selected for the 2016 Rio Olympics. However, only two athletes met this criterion: Mai Ito, who placed seventh in the women's marathon, and Takayuki Tanii. Hakim Sani Brown, who drew significant attention in the sprint events, advanced to the semifinals in the men's 200 meters but finished fifth, failing to qualify for the final.

TBS Network (IAAF Official Broadcaster) provided over 60 hours of live coverage during the event. The peak instantaneous viewership rating was 24.5% (Kanto region) at 10:58 AM on the 30th, when Ito entered the stadium during the women's marathon. The men's 4x400m relay on the same day and the men's 4x100m relay on the 29th also recorded high ratings. (Ratings data provided by Video Research Ltd.)

■ Activities of Sponsoring Companies

Sponsoring companies (TDK, Toyota Motor Corporation, Adidas, Canon, Seiko Holdings, Sinopec, VTB Bank) set up showroom pavilions on Market Street adjacent to the main venue, the National Stadium. They promoted their products alongside content designed to entertain visitors.

TDK has sponsored the Games since the inaugural event in Helsinki, Finland, in 1983. In Beijing, it supported the Games as an Official Partner (Men's Bib Sponsor).

TDK Games Site: http://tdkepc.cn/athletic/

Toyota Motor Corporation, an Official Partner of the World Championships since the 9th edition in Paris in 2003, served as the Women's Bib Sponsor. It also provided numerous vehicles as Official Cars, including marathon lead cars and vehicles for athlete transportation.

Toyota Event Site: http://www.toyota.co.jp/jpn/events/sponsorship/iaaf/

Canon set up a camera service center within the venue for professional photographers, offering equipment rentals and maintenance. They also provided a Touch & Try Corner in the spectator stands, allowing general visitors to experience professional-level photography.

Canon Event Site: http://web.canon.jp/event/beijing2015/

Seiko Holdings has served as the Official Timekeeper for IAAF-sanctioned events for 30 years since 1985. For the 170th event, the Beijing Championships, it dispatched approximately 60 Japanese and British staff to support the competition.

Seiko Event Site: http://www.seiko.co.jp/beijing2015/jp/

■ Dentsu Inc. Gala Beijing 2015

On August 29, near the end of the Games, the 'Dentsu Inc. Gala Beijing 2015' was held at the Dabu Museum of Art in the city. Approximately 400 guests were invited, including IAAF officials such as President Lamine Diack and Vice President Sebastian Coe, representatives from national athletics federations, broadcasters, and sponsors, for a reception. Amid jazz performances by a band, sushi and other dishes were served, allowing guests to mingle freely and deepen their connections.

Related article: http://dentsu-ho.com/articles/2972