Tokyo 2020 Scores Record Domestic Sponsorship Haul: Almost 3x Beijing 2008

The total sum generated by the Tokyo 2020 local organising committee’s marketing programme amounts to three times more than any previous edition of the Games, according to the International Olympic Committee (IOC).

Tokyo 2020 has secured an impressive national sponsorship portfolio that comprises no fewer than 62 Japanese companies. That figure does not include Bridgestone, Panasonic and Toyota, three Japanese corporations that are in the midst of multi-year, worldwide TOP partner deals with the IOC.

As well as 15 top-tier gold partners – who are each reportedly paying nine-figure sums – Tokyo 2020 boasts 32 official partners and 15 official supporters. The organisers’ first Games sponsorship was signed with gold partner Nippon Telegraph and Telephone (NTT) Corporation way back in January 2015.

The previous revenue record for domestic sponsorship was held by London 2012, whose organisers generated roughly US$1.1b through their marketing programme. All told, the Beijing Olympics in 2008 generated US$1.378 billion – including both domestic and TOP sponsorships (source: ASN) – a record at that time for Asia. Previously, Tokyo 2020 said it was targeting around US$1.5b from sales of domestic sponsorship.

The record sponsorship revenue could be attributed to a couple of reasons, namely forgoing exclusivity in several key sponsorship categories such as banking, newspapers and airlines as well as public enthusiasm for the Games, making it an increasingly easy sell for brands which want to engage through the event.