International Olympic Committee (IOC)

Insight from John Scurfield, head of MediaCom Sport & Entertainment UK, on the challenges for Olympic sponsors ahead of Tokyo 2020

Japanese carmaker Toyota’s $1.63bn (€1.5bn

German supermarket chain Edeka Group has agreed a deal to become the first partner of Hamburg’s bid to host the 2024 summer Olympic Games.

Korean automotive company Hyundai & Kia Motors has agreed to become a tier one domestic sponsor of the PyeongChang 2018 Olympic and Paralympic winter Games.

With the 2020 Olympic Games in Tokyo around the corner, it appears that Japanese companies are far more ready to risk a bigger proportion of their marketing budgets on sports sponsorships

Sports Sponsorship Insider understands that Japanese carmaker Toyota will pay an astonishing figure for the International Olympic Committee’s TOP Partner rights in the new ‘mobility’ sector category, for eight years from 2017 to 2024.

Automotive company Toyota was this (Friday) morning unveiled as a top-tier partner of the International Olympic Committee in a deal that will run through to the 2024 Olympic Games.

Toyota is set to become the first automotive company to sign up as an International Olympic Committee TOP partner, according to Kyodo News.

Canon has been unveiled as the latest gold partner of the Tokyo 2020 summer Olympic and Paralympic Games.

International Olympic Committee TOP Partners Atos and Panasonic have announced they will collaborate to develop technology based solutions for the Tokyo 2020 summer Olympic and Paralympic Games.

New commercial plans set out by the International Olympic Committee (IOC) could spur twofold or threefold increases in TOP Partner values if executed properly, Timo Lumme, managing director of IOC Television & Marketing Services, has told Sports Sponsorship Insider.

Dow Chemical Company’s sustainability partnership with the Rio 2016 Organising Committee will cost the brand nothing extra in rights, but could earn it major financial rewards in the lead up to and after the Olympic Games.

Samsung has wrapped up the computer and telecommunications categories under the terms of its extended Worldwide Partner deal for the Olympic Games, from 2017 to 2020.

Korean electronics manufacturer Samsung has extended its worldwide TOP partnership with the International Olympic Committee through to 2020, becoming the IOC’s final existing top-tier partner to commit through to the Tokyo Games in six years' time.

The IOC does not expect every upcoming TOP Partner deal to hit its new price point, but the latest deals with consumer electronics brand Panasonic and tyre and rubber company Bridgestone had given it confidence, the organisation told Sports Sponsorship Insider this month.

PyeongChang 2018 has signed up its first domestic sponsor for its staging of the winter Olympic Games by agreeing a deal with telecommunications company KT.