A sporting chance: how brands can triumph in Tokyo

Rugby fans the world over were stunned when, on 19 September 2015, Japan’s team beat South-Africa at the Rugby World Cup in England. Until this point, Japan had one of the lowest ranking teams and as a consequence, the Japanese weren’t that bothered about the sport. But the shock win sparked excitement for the 2019 Rugby World Cup in Japan, which will likely build and reach fever pitch for the 2020 Tokyo Olympics. By providing a chance to tap into this engaged audience, both tourname