• FILE - In this Aug. 21, 2016 file photo, Japanese Prime Minister Shinzo Abe removes costume of the Nintendo game character Super Mario as he makes an appearance during the closing ceremony at the 2016 Summer Olympics in Rio de Janeiro, Brazil. How much yen did Nintendo pay to land that dream marketing opportunity at the Rio Olympics closing ceremony when Japan’s prime minister popped out dressed as the red-hatted plumber Super Mario? Zero. (Masanori Takei/Kyodo News via AP, File)

    FILE - In this Aug. 21, 2016 file photo, Japanese Prime Minister Shinzo Abe removes costume of the Nintendo game character Super Mario as he makes an appearance during the closing ceremony at the 2016 Summer Olympics in Rio de Janeiro, Brazil. How ... much yen did Nintendo pay to land that dream marketing opportunity at the Rio Olympics closing ceremony when Japan’s prime minister popped out dressed as the red-hatted plumber Super Mario? Zero. (Masanori Takei/Kyodo News via AP, File) (The Associated Press)

  • FILE - In this May 7, 2014, file photo, shoppers walk under the logo of Nintendo and Super Mario characters at an electronics store in Tokyo. How much yen did Nintendo pay to land that dream marketing opportunity at the Rio Olympics closing ceremony when Japan’s prime minister popped out dressed as the red-hatted plumber Super Mario? Zero. (AP Photo/Shizuo Kambayashi, File)

    FILE - In this May 7, 2014, file photo, shoppers walk under the logo of Nintendo and Super Mario characters at an electronics store in Tokyo. How much yen did Nintendo pay to land that dream marketing opportunity at the Rio Olympics closing ceremony ... when Japan’s prime minister popped out dressed as the red-hatted plumber Super Mario? Zero. (AP Photo/Shizuo Kambayashi, File) (The Associated Press)

Super Mario marketing op in Rio cost Nintendo how much? Zero

Markets Associated Press

How much did Nintendo pay to land its dream marketing opportunity at the Rio Olympics closing ceremony, where Japan's prime minister popped up dressed as the red-hatted plumber Super Mario?

Continue Reading Below

Zero.

Nintendo Co. spokesman Yasuhiro Minagawa said Friday that organizers asked the company for help.

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.

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

He refused to say how much Dentsu was paid, or give other details. Organizing committee spokesman Motoki Okumura also would not give details about costs. Dentsu likewise refused to comment.