Skip to content
MarketScale
‹ Back to IndustriesSports & Entertainment

At Upcoming Tokyo Olympics, Security May Depend on Your Smile

Facial recognition technology is no longer a foreign concept to the public. Smartphones, social media sites and other commercial industries have been implementing this in recent product updates. While these are more consumer-related, facial recognition for large applications related to security and access will make its big debut at the Tokyo 2020 Olympics. The Tokyo…

This story was produced through MarketScale. See how Sports & Entertainment teams put it to work with Events & Onsite Capture.

Share
At Upcoming Tokyo Olympics, Security May Depend on Your Smile

Facial recognition technology is no longer a foreign concept to the public. Smartphones, social media sites and other commercial industries have been implementing this in recent product updates. While these are more consumer-related, facial recognition for large applications related to security and access will make its big debut at the Tokyo 2020 Olympics.

The Tokyo Games will be welcoming athletes, volunteers and staff in a new way, using the same facial recognition methods to keep events safe and manage crowds. The technology is not necessarily new, but the application is. Tokyo-based NEC Group built the system on an artificial intelligence (AI) engine called NeoFace, which is part of the company’s biometric authorization tools. With this new technology, the goal is to more effectively manage security.

How It Works

Photo data will be linked to an IC card issued to those that need access or authorization. NEC boasts it has the leading facial recognition based on benchmark data. When the face is recognized, the line moves faster, granting access to those who need it.

New Security Challenges Emerge

One big difference between Tokyo 2020 and previous Olympiads is that there is no single Olympic Park that offers access to many events. Typically, host cities have central campus that allows different parties to move from venue to venue. In Tokyo, there will multiple locations, putting a strain on security resources. With the facial recognition project, this should speed up security lines, permitting only those known faces to access the area.

Tokyo Will Be Important Test for the Technology

Testing has indicated that the system works as expected. With less than two years to go until the events, NEC still has time to adapt as needed and continue the quality assurance process.

Many in the industry are looking at what happens in Tokyo as a significant test for the technology. If it delivers, this is sure to spur more innovation and adoption. If facial recognition proves itself to be a way to enhance security, people may soon be able to use their face to grant access to office floors in a skyscraper or even pay for groceries. The human face may be the most surefire security measure available soon.

Sports & Entertainment: are you visible to AI?

Before they reach out, Sports & Entertainment buyers ask AI engines which vendors to trust. See how AI describes your company today, and where competitors show up instead.

Free workspace

You just read one expert. Imagine publishing your whole team.

This article was produced through MarketScale. Create a free workspace and turn your own team's expertise into articles, video, and social posts. No credit card, no demo required.

NPS +73 · 1,000+ creators · 38+ countries

What you get, free

Your own MarketScale Studio workspace
One video edit a month, on us
AI writing, editing, and publishing tools
In-platform coaching to learn the system

More Sports & Entertainment Insights

Building Stadium Experiences for Everyone

Building Stadium Experiences for Everyone

At InfoComm 2026 in Las Vegas, Josh Barney, CEO of SEAT, discussed the evolving nature of stadium experiences. He emphasized the shift from sports-centric design to creating multi-purpose venues. This transformation aims to enhance audience engagement and cater to diverse entertainment demands.

  • 01Stadiums are evolving from sports-centric designs to multi-purpose venues.
  • 02Audience engagement is a key focus in modern stadium development.
  • 03The shift is influenced by a need to cater to diverse entertainment preferences.

Jun 26, 2026

USA’s perfect World Cup start and the business case behind the hype

USA’s perfect World Cup start and the business case behind the hype

The US Men's National Team achieved a perfect start by winning its first two matches in the 2026 World Cup as one of its co-hosts. This success has significant implications for sponsorship opportunities, hospitality sectors, and B2B demand in the sports-entertainment industry.

  • 01USMNT's perfect start in the 2026 World Cup.
  • 02Positive impact on sponsorship opportunities.
  • 03Increased B2B demand in sports-entertainment.

Jun 19, 2026

As World Cup arrives in the US, creator-access clauses reshape broadcast rights deals

As World Cup arrives in the US, creator-access clauses reshape broadcast rights deals

FIFA's broadcast strategy for the 2026 World Cup in the United States, Canada, and Mexico represents the most structurally complex rights package in the tournament's history. Deals now span over 220 territories, include a live-streaming partnership with YouTube, and formally embed creator access into rights frameworks for the first time. Meanwhile, Fox Sports' legacy deal — secured in 2015 for $485 million — has become what Observer describes as the broadcast bargain of the century, setting up dramatically higher price expectations in the next rights cycle.

  • 01FIFA secured broadcast agreements in over 220 territories, with a Dallas-based International Broadcast Centre distributing roughly 8,000 hours of additional non-live content, according to FIFA.
  • 02Fox Sports pays $485 million for US rights to a tournament Observer estimates is worth more than three times that figure — making it likely the last major sports broadcast deal secured at a deep discount.
  • 03FIFA's first-ever global creator programme and a preferred-platform deal with YouTube — allowing broadcasters to stream the first 10 minutes of every match plus select full games — mark a structural shift in how rights are packaged.

Jun 17, 2026

Explore More Sports & Entertainment Insights

Read more expert perspectives from across Sports & Entertainment.

Browse Sports & Entertainment Hub