Getty Images
The organisers of the Tokyo 2020 Olympic and Paralympic Games have generated in excess of US$3 billion in domestic sponsorship revenue, it has been confirmed.
The US$3.1 billion total sum garnered through the local organising committee’s marketing programme amounts to almost three times more than for any previous edition of the Games, according to the International Olympic Committee (IOC).
Addressing members during this week's IOC Session in Lausanne, Switzerland, John Coates, the Australian chair of the Coordination Commission for Tokyo 2020, described the record sponsorship haul as “an amazing amount of money”.
Tokyo 2020 has amassed a national sponsorship portfolio that comprises no fewer than 62 Japanese companies. That figure does not include Bridgestone, Panasonic and Toyota, three Japan-based corporations that are in the midst of multi-year, worldwide TOP partner deals with the IOC.
As well as 15 top-tier gold partners – who are each understood to be paying nine-figure sums – Tokyo 2020 boasts 32 official partners and 15 official supporters. The organisers’ first Games sponsorship was signed with gold partner Nippon Telegraph and Telephone (NTT) Corporation way back in January of 2015.
The previous revenue record for domestic sponsorship was held by London 2012, whose organisers generated roughly US$1.1 billion through their marketing programme. Previously, Tokyo 2020 said it was targeting around US$1.5 million from sales of domestic sponsorship.
Speaking to SportsPro earlier this year, Masa Takaya, a spokesperson for Tokyo 2020, said the success of the Games’ marketing programme could be put down to the strength of public enthusiasm within Japan, where some 7.5 million residents recently applied for tickets through a lottery system.
“Japanese people are absolutely passionate about the Olympic Games,” he said, “so the business community knows the values of sport, and they’ve been very keen to help and support Tokyo 2020.”
Takaya added that the Games organisers have been able to generate additional revenue by forgoing exclusivity in several key sponsorship categories, including banking, newspapers and airlines. That approach, which was implemented after discussions with the IOC, has been aided by advertising and public relations giant Dentsu, which was installed as the Games’ exclusive marketing agency in April 2014.
Tokyo 2020 Olympic and Paralympic Games have generated in excess of US$3 billion in domestic sponsorship revenue
The organisers of the Tokyo 2020 Olympic and Paralympic Games have generated in excess of US$3 billion in domestic sponsorship revenue, it has been confirmed.
The total sum garnered through the local organising committee’s marketing programme amounts to three times more than any previous edition of the Games, according to the International Olympic Committee (IOC).
Addressing IOC members during the committee’s ongoing session in Lausanne, Switzerland, John Coates, the Australian chair of the Coordination Commission for Tokyo 2020, described the record sponsorship haul as “an amazing amount of money”.
Tokyo 2020 has amassed a national sponsorship portfolio that comprises no fewer than 62 Japanese companies. That figure does not include Bridgestone, Panasonic and Toyota, three Japan-based corporations that are in the midst of multi-year, worldwide TOP partner deals with the IOC.
As well as 15 top-tier gold partners – who are each understood to be paying nine-figure sums – Tokyo 2020 boasts 32 official partners and 15 official supporters. The organisers’ first Games sponsorship was signed with gold partner Nippon Telegraph and Telephone (NTT) Corporation way back in January of 2015.
The previous revenue record for domestic sponsorship was held by London 2012, whose organisers generated roughly US$1.1 billion through their marketing programme. Previously, Tokyo 2020 said it was targeting around US$1.5 million from sales of domestic sponsorship.
Speaking to SportsPro earlier this year, Masa Takaya, a spokesperson for Tokyo 2020, said the success of the Games’ marketing programme could be put down to the strength of public enthusiasm within Japan, where some 7.5 million residents recently applied for tickets through a lottery system.
“Japanese people are absolutely passionate about the Olympic Games,” he said, “so the business community knows the values of sport, and they’ve been very keen to help and support Tokyo 2020.”
Takaya added that the Games organisers have been able to generate additional revenue by forgoing exclusivity in several key sponsorship categories, including banking, newspapers and airlines. That approach, which was implemented after discussions with the IOC, has been aided by advertising and public relations giant Dentsu, which was installed as the Games’ exclusive marketing agency in April 2014.
