Nintendo earned free Super Mario advertising at Rio Olympic Closing Ceremony

Shinzo Abe
AP
0 Comments

TOKYO (AP) — How much did Nintendo pay to land that dream marketing opportunity at the Rio Olympics closing ceremony, where Japan’s prime minister popped out dressed as the red-hatted plumber Super Mario?

Zero.

The Japanese video game maker behind “Pokemon” and “Zelda” got the coveted stage that corporate sponsors pay millions for after they were approached by those creating the festivities for “cooperation,” not the other way around, says Nintendo Co. spokesman Yasuhiro Minagawa.

“I want to make that clear. We did not pay,” he said in a telephone interview. “And we are not going to become Olympic sponsors either.”

Prime Minister Shinzo Abe‘s emergence in a Super Mario costume was the highlight of the handover section for Tokyo, the host of the 2020 games.

The segment was so favorably received in Japan as surprisingly playful and tasteful, given the staidness usually associated with Japan Inc., that Abe earned a new nickname, “Abe-Mario.”

Tokyo city official Masahiro Hayashi said Japan’s top advertising company Dentsu Inc. was tapped to produce the handover segment, with a total budget for the Rio Olympics and the Paralympics of 1.2 billion yen ($12 million).

He refused to say how much Dentsu was paid, or give other details.

The city of Tokyo and the organizing committee are under intense pressure to trim costs, which have ballooned over the years, partly because of the weakening yen but also because planning fiascos, such as decisions to redo designs for both the main stadium and the Tokyo 2020 logo.

Organizing committee spokesman Motoki Okumura would not give details of the spending for the closing ceremony. Dentsu also declined to comment.

“Top Olympic sponsors pay millions of dollars to the IOC for permission to promote their brands to a massive global audience. Nintendo just did it for free. With Japan’s prime minister as their pitchman. Easily the marketing coup of the Rio Games,” said Bob Dorfman, a sports marketing analyst and creative director at Baker Street Advertising of San Francisco.

Purists might feel the commercial branding was a bit overdone, and argue for other ways to promote Japanese culture, according to Dorfman, who has lived in Japan.

“But gaming and anime are certainly major aspects of modern Japan, and Mario is a universal icon. As someone who doesn’t take sports or the Olympics too seriously, I found the whole thing pretty funny and entertaining,” he said.

MORE: Tokyo 2020 Olympic news

Eliud Kipchoge breaks marathon world record in Berlin

Eliud Kipchoge Berlin Marathon
Getty
0 Comments

Kenyan Eliud Kipchoge broke his own world record in winning the Berlin Marathon, clocking 2:01:09 to lower the previous record time of 2:01:39 he set in the German capital in 2018.

Kipchoge, 37 and a two-time Olympic champion, earned his 15th win in 17 career marathons to bolster his claim as the greatest runner in history over 26.2 miles.

His pacing was not ideal. Kipchoge slowed in the final miles, running 61:18 for the second half after going out in an unprecedented 59:51 for the first 13.1 miles. He still won by 4:49 over Kenyan Mark Korir.

“I was planning to go through it [the halfway mark] 60:50, 60:40,” Kipchoge said. “My legs were running actually very fast. I thought, let me just try to run two hours flat, but all in all, I am happy with the performance.

“We went too fast [in the first half]. It takes energy from the muscles. … There’s still more in my legs [to possibly lower the record again].”

MORE: Berlin Marathon Results

Ethiopian Tigist Assefa won the women’s race in 2:15:37, the third-fastest time in history for somebody who ran one prior marathon in 2:34:01. Only Brigid Kosgei (2:14:14 in Chicago in 2019) and Paula Radcliffe (2:15:25 in London in 2003) have gone faster.

American record holder Keira D’Amato, who entered as the top seed, was sixth in 2:21:48. D’Amato, who went nearly a decade between competitive races after college, owns the American record of 2:19:12 and now also the 10th-best time in U.S. history.

“Today wasn’t my best day ever, but it was the best I could do today,” she said in a text message, according to Race Results Weekly, adding that she briefly stopped and walked late in the race.

The last eight instances the men’s marathon world record has been broken, it has come on the pancake-flat roads of Berlin. It began in 2003, when Kenyan Paul Tergat became the first man to break 2:05.

The world record was 2:02:57 — set by Kenyan Dennis Kimetto in 2014 — until Kipchoge broke it for the first time four years ago.

The following year, Kipchoge became the first person to cover 26.2 miles in under two hours, clocking 1:59:40 in a non-record-eligible showcase rather than a race.

Kipchoge’s focus going forward is trying to become the first runner to win three Olympic marathon titles in Paris in 2024. He also wants to win all six annual World Marathon Majors. He’s checked off four of them, only missing Boston (run in April) and New York City (run every November).

Kipchoge grew up on a farm in Kapsabet in Kenya’s Rift Valley, often hauling by bike several gallons of the family’s milk to sell at the local market. Raised by a nursery school teacher, he ran more than three miles to and from school. He saved for five months to get his first pair of running shoes.

At 18, he upset legends Hicham El Guerrouj and Kenenisa Bekele to win the 2003 World 5000m title on the track. He won Olympic 5000m medals (bronze in 2004 and silver in 2008), then moved to the marathon after failing to make the 2012 Olympic team on the track.

OlympicTalk is on Apple News. Favorite us!

2022 FIBA Women’s World Cup schedule, results

FIBA Women's World Cup
Getty
0 Comments

The U.S. goes for its fourth consecutive title at the FIBA World Cup in Sydney — and eighth global gold in a row overall when including the Olympics.

A’ja Wilson, a two-time WNBA MVP, and Breanna Stewart, the Tokyo Olympic MVP, headline a U.S. roster that, for the first time since 2000, includes neither Sue Bird (retired) nor Diana Taurasi (injured).

The new-look team includes nobody over the age of 30 for the first time since 1994, before the U.S. began its dynasty at the 1996 Atlanta Games. The Americans have won 52 consecutive games between worlds and the Olympics dating to the 2006 Worlds bronze-medal game.

The field also includes host Australia, the U.S.’ former primary rival, and Olympic silver medalist Japan.

Nigeria, which played the U.S. the closest of any foe in Tokyo (losing by nine points), isn’t present after its federation withdrew the team over governance issues. Spain, ranked second in the world, failed to qualify.

OlympicTalk is on Apple News. Favorite us!

2022 FIBA Women’s World Cup Schedule

Date Time (ET) Game Round
Wed., Sept. 21 8:30 p.m. Puerto Rico 82, Bosnia and Herzegovina 58 Group A
9:30 p.m. USA 87, Belgium 72 Group A
11 p.m. Canada 67, Serbia 60 Group B
Thurs., Sept. 22 12 a.m. Japan 89, Mali 56 Group B
3:30 a.m. China 107, South Korea 44 Group A
6:30 a.m. France 70, Australia 57 Group B
8:30 p.m. USA 106, Puerto Rico 42 Group A
10 p.m. Serbia 69, Japan 64 Group B
11 p.m. Belgium 84, South Korea 61 Group A
Fri., Sept. 23 12:30 a.m. China 98, Bosnia and Herzegovina 51 Group A
4 a.m. Canada 59, France 45 Group B
6:30 a.m. Australia 118, Mali 58 Group B
Sat., Sept. 24 12:30 a.m. USA 77, China 63 Group A
4 a.m. South Korea 99, Bosnia and Herzegovina 66 Group A
6:30 a.m. Belgium 68, Puerto Rico 65 Group A
Sun., Sept. 25 12:30 a.m. France 74, Mali 59 Group B
4 a.m. Australia 69, Serbia 54 Group B
6:30 a.m. Canada 70, Japan 56 Group B
9:30 p.m. Belgium vs. Bosnia and Herzegovina Group A
11:30 p.m. Mali vs. Serbia Group B
Mon., Sept. 26 12 a.m. USA vs. South Korea Group A
2 a.m. France vs. Japan Group B
3:30 a.m. China vs. Puerto Rico Group A
6:30 a.m. Australia vs. Canada Group B
9:30 p.m. Puerto Rico vs. South Korea Group A
11:30 p.m. Belgium vs. China Group A
Tues., Sept. 27 12 a.m. USA vs. Bosnia and Herzegovina Group A
2 a.m. Canada vs. Mali Group B
3:30 a.m. France vs. Serbia Group B
6:30 a.m. Australia vs. Japan Group B
Wed., Sept. 28 10 p.m. Quarterfinal
Thurs., Sept. 29 12:30 a.m. Quarterfinal
4 a.m. Quarterfinal
6:30 a.m. Quarterfinal
Fri., Sept. 30 3 .m. Semifinal
5:30 a.m. Semifinal
11 p.m. Third-Place Game
Sat., Oct. 1 2 a.m. Final