The Japanese Olympic Committee has announced deals with seven Japanese firms as part of its recently launched Gold Partnership Programme. The new partners are Asahi Breweries; health supplement and western-style soup manufacturer Ajinomoto; telecommunications supplier NTT Docomo; insurer Tokio Marine Holdings; Nippon Life Insurance Company; Yahoo Japan Corporation; and Toyota Motor Corporation.

Local media reports indicate that each company is contributing US$1.5 million annually over the next four years. In total, the JOC is likely to receive US$42 million – a combination of cash and trade support.

The new partners will be entitled to use imagery of Japanese Olympians who are contracted to the JOC, as well as supporting and funding all Olympic sports and athletes. The idea is for them to assist the JOC in promoting the Olympic Movement in the country.

The Gold Programme was set up earlier this year as a top-tier level sponsorship; previously the JOC has given sponsors the label ‘Official Partners’. Takeda Tsunekazu, president of the Japanese Olympic Committee, said of the deals: “The companies that have agreed to become JOC Gold Sponsors are globally recognized, representative Japanese companies with a deep understanding of our philosophy.”
The JOC announced the agreements as the International Olympic Committee Evaluation team concluded a week-long visit to Tokyo, one of four remaining bidders for the 2016 Olympics.

The length of all seven deals will depend on the success of Tokyo’s bid. They are currently scheduled to expire at the end of 2012, covering the Olympics in Vancouver and London. However should Tokyo win the right to stage the Games, the deals will end in December 2010 to allow the JOC to launch its domestic sponsorship acquisition programme for 2016.