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Tokyo 2020 generates record $3.1bn in domestic sponsorship revenue

The International Olympic Committee has announced that the Tokyo 2020 Olympics has generated a record sponsorship revenue of over $3.1bn, almost three times more than any previous summer Games.

John Coates, the IOC’s coordination commission chief for Tokyo 2022, said yesterday that local sponsorship agreements have been signed with 62 brands, and described the revenues as “an amazing amount of money.”

The $3.1bn figure does not include IOC revenues from global partnerships with Japanese brands Toyota, Bridgestone and Panasonic under the TOP sponsorship program.

The Olympic Partners (TOP) programme is the highest level of Olympic sponsorship, granting category-exclusive marketing rights for the Summer, Winter and Youth Olympic Games to a select group of global partners.

When asked if more domestic sponsorships were expected, Coates said most sponsorship categories are already filled.

The local organisers have also had strong interest in tickets from the Japanese public. Over 7.5 million people have registered for tickets through a lottery system, many of whom missed out.

Coates said this indicated “strong support and a high level of interest among the Japanese public”.

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