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TOKYO -- How much did Nintendo pay to land that dream marketing opportunity at the Rio Olympics closing ceremony, where Japans prime minister popped out dressed as the red-hatted plumber Super Mario?Zero.The Japanese video game maker behind Pokemon and Zelda got the coveted stage that corporate sponsors pay millions for after they were approached by those creating the festivities for cooperation, not the other way around, says Nintendo Co. spokesman Yasuhiro Minagawa.I want to make that clear. We did not pay, he said in a telephone interview. And we are not going to become Olympic sponsors either.Prime Minister Shinzo Abes emergence in a Super Mario costume was the highlight of the handover section for Tokyo, the host of the 2020 games.The segment was so favorably received in Japan as surprisingly playful and tasteful, given the staidness usually associated with Japan Inc., that Abe earned a new nickname, Abe-Mario.Tokyo city official Masahiro Hayashi said Japans top advertising company Dentsu Inc. was tapped to produce the handover segment, with a total budget for the Rio Olympics and the Paralympics of 1.2 billion yen ($12 million).He refused to say how much Dentsu was paid, or give other details.The city of Tokyo and the organizing committee are under intense pressure to trim costs, which have ballooned over the years, partly because of the weakening yen but also because planning fiascos, such as decisions to redo designs for both the main stadium and the Tokyo 2020 logo.Organizing committee spokesman Motoki Okumura would not give details of the spending for the closing ceremony. Dentsu also declined to comment.Top Olympic sponsors pay millions of dollars to the IOC for permission to promote their brands to a massive global audience. Nintendo just did it for free. With Japans prime minister as their pitchman. Easily the marketing coup of the Rio games, said Bob Dorfman, a sports marketing analyst and creative director at Baker Street Advertising of San Francisco.Purists might feel the commercial branding was a bit overdone, and argue for other ways to promote Japanese culture, according to Dorfman, who has lived in Japan.But gaming and anime are certainly major aspects of modern Japan, and Mario is a universal icon. As someone who doesnt take sports or the Olympics too seriously, I found the whole thing pretty funny and entertaining, he said.---Follow Yuri Kageyama on Twitter at https://twitter.com/yurikageyamaHer work can be found at http://bigstory.ap.org/content/yuri-kageyama Wholesale Shoes UK . Hey!" 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Cheap Shoes UK 2020 . -- Stanfords Kevin Danser knelt on one knee and hardly moved on the sideline as Michigan State celebrated its Rose Bowl victory and his Cardinal teammates made their way to the locker room.Graeme Souness was left in awe of Leicester City after their spirited 1-1 draw at Manchester United moved them to within two points of the Premier League title. Claudio Ranieris men travelled to Old Trafford on Sunday knowing victory would seal an unprecedented maiden top-flight crown, but they had to withstand an early onslaught from the hosts, who were looking to strengthen their bid for Champions League qualification.Anthony Martial established Uniteds dominance on eight minutes, stroking Antonio Valencias cross beyond Kasper Schmeichel, but - as they have done so often throughout their remarkable campaign - Leicester hauled themselves back into the game through captain Wes Morgan. The result means Leicester will be crowned champions if second-placed Tottenham fail to win at Chelsea on Monday Night Football, and Souness was left to praise a performance he felt typified the Foxes season.Its incredibly hard to be anything other than utterly complimentary about this team, Souness told Super Sunday. How many Leicester players at the end of last season were negotiating clauses in their contracts in case they qualified for the Champions League, or won the Premier League? None of them!Their bonus would have been for avoiding relegation. Its really hard not to be totally in awe of this team. Morgan admitted Leicester had to work very hard for a point It was a typical Leicester performance today.dddddddddddd Theyve ended up with 30 percent possession yet, watching the game, it didnt feel like that.Theyve come to one of the worlds greatest football stadiums today and were not intimidated. They went a goal behind and showed real character and togetherness to get back into it. It’s really hard not to be totally in awe of this team. Somehow they come up with a way of getting a result. Graeme Souness on Leicester City United were fabulous for a good half an hour but after that, Leicester came back. The so-called smaller team fell behind to the bigger team but, to a man, none of them threw the towel in.You could see them grinding themselves back into the game and in the second half, they were the better team. That 90 minutes typifies what Leicesters season has been all about. When adversity comes, they deal with it. Somehow they come up with a way of getting a result.Watch Chelsea v Tottenham live on Monday Night Football, 7pm, Sky Sports 1 HD Also See: United make Leicester wait As it happened Souness: Fellaini wont escape ban Ranieri: I wont be watching ' ' '