Panasonic to Launch Global Marketing Activities for the Rio 2016 Olympic and Paralympic Games

Dated: May 23, 2016

Panasonic Corporation, which supports the Rio 2016 Olympic Games (Rio 2016 Olympics) and the Rio 2016 Paralympic Games as an Official Worldwide Partner for the Olympic Games has announced the company will launch a variety of global marketing activities in its sponsorship category. Through these activities, Panasonic hopes to deliver the splendor and excitement of sports and help nurture the Olympic Movement.

Panasonic has signed a partnership agreement with Sugarloaf Mountain located in the Urca district of Rio de Janeiro, a close neighborhood of Copacabana to set up and open its corporate pavilion, called "Stadium of Wonders," from August 7 to 21, 2016 to welcome visitors during the Rio 2016 Olympics. With a floor area of roughly 500 square meters, the pavilion will screen visual content accumulated over Panasonic's 25-plus-year support of the Olympic Games, in collaboration with the International Olympic Committee (IOC) and the Rio 2016 Organizing Committee for the Olympic and Paralympic Games (Rio 2016). In addition, the pavilion will feature spatial presentation employing Panasonic's proprietary technology such as Optical ID technology*2 and transparent displays, as well as interactive exhibits to experience the Olympic competition through the athletes' eyes. The company plans to amplify the excitement for the Rio 2016 Olympic and Paralympic Games through this undertaking, and strengthen relationships with Olympic organizations and partner companies of future competitions like the Pyeongchang 2018 Olympic Winter Games and Tokyo 2020 Olympic Games.

Koji Hosokawa, General Manager of the Corporate Advertising Division at Panasonic Corporation, stated, "It is our great honor to host the corporate pavilion, 'Stadium of Wonders,' at the historic Sugarloaf Mountain, showcasing Panasonic's cutting-edge AV technologies and Olympic Games video content to entertain visitors. We hope everyone can experience the exciting exhibits at the pavilion."

Among other endeavors, Panasonic has entered into an AV technology partnership agreement with Rio 2016, as Technical Partner of the Torch Relay to facilitate the torch relay for the first time in its sponsorship history. Panasonic will exhibit the torch from the past Olympic Games inside and present information and video content pertaining to the torch relay of the Rio 2016 Olympic Games in the Stadium of Wonders. In addition, in partnership with Rio 2016, Panasonic will supply LED Large-Screen Display Systems to the Live Site, an outdoor entertainment area in Rio de Janeiro, where spectators can share the excitement and emotion of the competition. At the Rio 2016 Paralympic Games, Panasonic will implement a next-generation education program, "KWN (Kid Witness News)," *3 during the Paralympic Games to foster children's creativity, communication skills, and teamwork through video production.

Global marketing initiatives include Rio 2016 Olympic and Paralympic-themed television commercials and web campaigns featuring soccer player, Neymar da Silva Santos Júnior (Neymar Jr.), a Panasonic Corporate Ambassador since 2010. Panasonic's "Dream FITA Project" is conceptualized around the "Fita do Senhor do Bonfim," a Brazilian wish ribbon/bracelet, and "Sharing the Passion," Panasonic's slogan for the Olympic and Paralympic Games. In the scope of this project, Panasonic provides an online platform to share Neymar Jr.'s passion for the Rio 2016 Olympic Games as well as enthusiasm of the people throughout the world pursuing their respective dreams. Inside the Stadium of Wonders, a "FITA" machine will be available to print the visitors' dreams in connection to the web campaign.

Panasonic's past sponsorship activities are introduced on Panasonic's Facebook page and official website dedicated to the Olympic and Paralympic Games. During the event, Panasonic will utilize these media outlets to post timely updates of its activities from the ground, to share the passion and excitement of the Rio 2016 Olympic and Paralympic Games with the world.



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