Tokyo 2020 brings in Dentsu to head marketing drive

The organising committee for the Tokyo 2020 Olympic and Paralympic Games has appointed Dentsu as its official marketing agency.

From its Tokyo base, the company will spearhead the Games’ marketing and sponsorship efforts, with Tokyo 2020 having established a revenue target of JPY 150bn (€1.06bn/$1.46bn).

Dentsu will advise and assist the organising committee in establishing a Games marketing plan and associated commercial strategies, as well as providing support for sponsorship sales, servicing and the Tokyo 2020 licensing programme.

Dentsu fulfilled the same role for the 2013 Southeast Asian Games in Myanmar and its presence in top level sport includes work with Japan’s J-League football championship, Italian Serie A football team AC Milan and the International Association of Athletics Federations (IAAF).