Tokyo 2020 sets new benchmark with sponsorship efforts

Tokyo 2020 has so far generated $2.8bn (€2.4bn) in domestic sponsorship revenue – a figure that marks a record for a summer Olympic Games.

The amount represents almost three times as much as any previous edition of the multi-sport showpiece.

Tokyo 2020 has signed a total of 43 domestic sponsorship deals so far, 28 of which are official partners.

John Coates, the head of the International Olympic Committee’s coordination commission for Tokyo 2020, said, according to the Reuters news agency: “The report (of Tokyo 2020) confirms the very positive impression that the coordination commission has.

“Forty-three domestic partnerships – that’s three times their initial budget (of around $1bn for domestic sponsorship) – and the gross amount is $2.8bn, a remarkable achievement for domestic sponsorship.”

According to Reuters, the 2012 Games in London generated $1.1bn in domestic sponsorship. Organisers of last year’s Olympics in Rio de Janeiro claimed the Brazilian city’s staging of the Games raised more than London, although final accounts are unclear.

Tokyo 2020’s most recent domestic sponsorship deal was with information services and human resources company Recruit. The company will serve as an official partner of the Games and has been attributed the ‘human resources and online study and learning services’ category.