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"Going Green" at sporting
events.
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| Article Type: | Brief article |
| Subject: | Sports associations (Green market) |
| Author: | Yoshida, Masayuki |
| Pub Date: | 06/01/2009 |
| Publication: | Name: Sport Marketing Quarterly Publisher: Fitness Information Technology Inc. Audience: Academic Format: Magazine/Journal Subject: Sports and fitness Copyright: COPYRIGHT 2009 Fitness Information Technology Inc. ISSN: 1061-6934 |
| Issue: | Date: June, 2009 Source Volume: 18 Source Issue: 2 |
| Topic: | Event Code: 240 Marketing procedures Advertising Code: 80 Targets & Markets |
| Product: | Product Code: 8691000 Athletic Associations NAICS Code: 81399 Other Similar Organizations (except Business, Professional, Labor, and Political Organizations) SIC Code: 8699 Membership organizations, not elsewhere classified |
| Geographic: | Geographic Scope: Japan Geographic Code: 9JAPA Japan |
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| Accession Number: | 201712753 |
| Full Text: |
The Tokyo Marathon is an annual marathon event hosted by the Tokyo
Metropolitan Government. Supported by approximately 10,000 volunteers,
the event attracts more than 30,000 participants every year. Driven by
the symbolic representation of the event, the popularity has soared over
the last three years. At the 2009 event, one of the most interesting
marketing campaigns was perhaps "Green Project." In order to
offset CO2 emissions that occurred during the event, green wristbands
and shoelaces were sold not only to promote the "Going Green"
message, but also to raise money for planting trees. To support
recycling, the volunteers' jackets and caps were made from recycled
materials. Toyota also provided fuel-efficient hybrid-electric vehicles,
including shuttle buses, for the management of the event. CO2 emission
control, recycling, energy efficiency, and the use of green materials
are believed to be critical not only to solving global warming, but also
to creating a positive brand image in order to break out of today's
highly competitive business environment. From a marketing standpoint,
green orientation has been proliferated among Japanese firms, and sport
organizations are not an exception. Dr. Masayuki Yoshida Sport Business Program Biwako Seikei Sport College Email: yoshida-m@bss.ac.jp |
| Gale Copyright: | Copyright 2009 Gale, Cengage Learning. All rights reserved. |
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