Asahi Group has kicked off its Tokyo Olympics sponsorship in Japan with new-look packaging for Asahi Super Dry.
The new cans, set to roll out this month ahead of the intended start of the Olympics on 23 July, feature the Tokyo 2020 logo and Super Dry’s status as the games’ official beer. Super Dry is a main sponsor of both the Tokyo Olympics and Paralympics, which will begin in August.
The 2020 Olympics have been delayed for a year because of the coronavirus pandemic. Organisers are confident the event will take place on schedule despite a recent rise in COVID infections in Japan. Test events were held this week but it is still undecided if people will be allowed to watch live. Supporters from abroad have already been banned and athletes and their support crews will have their movements restricted.
Asahi has ramped up its sports sponsorship in the past few months. In February, it secured a Formula One deal for Peroni Libera 0.0%, while last month the brewer replaced Heineken as the beer sponsor of the Rugby World Cup.