Japanese Food Manufacturer Morinaga Secures World Athletics Deal

Japanese food manufacturing company Morinaga has negotiated a two-year sponsorship deal with World Athletics, the international governing body for the sport. 

Under the deal, the brand has been named the global supporter of World Athletics and its World Athletics Series events. The deal, which runs from 2024 to 2025, includes the 2025 World Athletics Championships in Japan. 

Following the deal, World Athletics President Sebastian Coe, said, “We are excited to be entering in a sponsorship agreement with Morinaga, especially ahead of our World Athletics Championships Tokyo 25 which take place in the Japanese capital next year. Morinaga is a great partner for World Athletics as its energy products can benefit athletes during their gruelling training regimes and our fans will be able to enjoy their confectionary products as they watch and enjoy the world’s No.1 Olympic sport.”

Hideki Matsunaga, Director and Senior Executive Officer of Morinaga, said, “We are grateful to World Athletics for this wonderful opportunity. The World Athletics Championships is an opportunity for athletes, officials and supporters from many countries around the world to come together in celebration of sport. We hope that they will be able to learn about and appreciate the sports nutrition knowledge we have cultivated over the years and used to create the nutritional supplements and snacks born in Japan.”

According to ASN data, Morinaga has spent US$725k in the Asian sponsorship market since Q421, with quarterly average investment during this period reaching slightly above US$60k. All the company’s spends have been focused in Japan, and its biggest deals include an endorsement deal with Naomi Osaka (US$244k) and backing ATP Japan Open (US$185k).