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Digital Edition
Sports Business Journal issues
Volume 23 No. 40
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National pride, legacy lead to $3B sponsorship bonanza

By Ben Fischer
July 22, 2019
Along with the IOC’s global sponsors, 64 companies have acquired Japan-only rights for the next Summer Games, giving Tokyo 2020 a windfall. Photo: getty images When it comes to selling the Olympics, Tokyo 2020 defies historical comparison. The world took notice when Beijing 2008 and ...

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