The USOC and Dentsu Sports America have agreed to collaborate on marketing sales relating to the '20 Tokyo Games. Terms of the deal were not disclosed. The Japan-based advertising and PR giant is already playing a starring role in the commercial side of the '20 Games. Dentsu was selected as the official marketing agency of the Tokyo organizing committee in April '14, and also acquired the broadcast rights to the Olympics in 22 Asian countries from '18-24. The USOC has hired consultants in the past to help sell and negotiate marketing deals, but the Dentsu agreement is less oriented around specific transactions and more intended to help the USOC and partners make inroads in Japan. "Dentsu Sports is a leading and well-respected presence in the sports marketing world, and we are happy to be working with them moving forward," said USOC CMO Lisa Baird. "Dentsu’s expertise has already seen them align with Tokyo 2020, and we believe they can be of help to the U.S. Olympic and Paralympic family, especially as we work to find and solidify relationships in Japan.” As official marketing agency of the local committee, Dentsu is leading the group’s commercial strategy and is helping sponsorship sales, servicing and licensing. Tokyo is targeting a record $1.46B in local sponsorship sales, not including the worldwide Olympic sponsorship program. Dentsu also offered the committee guaranteed revenue, according to media reports. The USOC will be selling domestic sponsorship rights that cover the games period, and this deal will facilitate access to Japanese companies with an interest in marketing in the U.S. “This agreement between Dentsu and the USOC provides us an opportunity to put our experience to work for the benefit of the many organizations that make up the Olympic and Paralympic movements,” said Dentsu Sports America CEO Motoki Ishikawa.
