Dentsu to pair with USOC on Tokyo

The U.S. Olympic Committee and Dentsu Sports America have agreed to collaborate on marketing sales relating to the 2020 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 2020 Summer Games. Dentsu was selected as the official marketing agency of the Tokyo organizing committee in April 2014, and also acquired the broadcast rights to the Olympics in 22 Asian countries from 2018-24.

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 Lisa Baird, USOC chief marketing officer.