Group Created with Sketch.
Volume 26 No. 63
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Sponsorship Revenue For Tokyo Games Has Already Surpassed $3B

The Tokyo Games now have 32 official partners and 15 companies signed up as official supporters
Photo: GETTY IMAGES

The '20 Tokyo Games have "generated record domestic sponsorship revenues" of more than $3B, which is "three times more than any previous summer Games," according to Karolos Grohmann of REUTERS. IOC Coordination Commission Chair John Coates yesterday said that local sponsorship agreements "were up to 62 companies for all three tiers of sponsorship arrangements." He noted that does "not include the partnerships with Toyota, Bridgestone and Panasonic and their contribution to the TOP program." Those three Japanese companies have "separate deals with the IOC." Coates said that revenues currently stand at $3.1B and Japanese organizers had "filled most categories in their three-tier sponsorship plan." The Tokyo Games now have "15 gold partners, 32 official partners and 15 companies that have signed up as official supporters." In comparison, the '12 London Games raised roughly $1.1B from domestic sponsors, which was a "record at the time" (REUTERS, 6/25).

NO LONGER EXCLUSIVE: The WALL STREET JOURNAL's Carol Ryan notes Coca-Cola "didn't give a reason" as to why it is partnering with China Mengniu Dairy Company to share the title of exclusive global beverage sponsor as part of its recent sponsorship extension with the IOC, but the "sharply rising cost of sponsorship may have something to do with it." Sponsoring the Olympics has "become more global and more competitive," and Coca-Cola "may not be the last corporate giant to look for a teammate" (WALL STREET JOURNAL, 6/26).