Tokyo 2020 generates record US$3.1 billion in domestic sponsorship commitments

The International Olympic Committee (IOC) has announced that the Tokyo 2020 Olympics has generated a record sponsorship revenue of over US$3.1 billion, 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 US$3.1 billion figure does not include IOC revenues from global partnerships with Japanese brands Toyota, Bridgestone and Panasonic under The Olympic Partners sponsorship program.

TOP 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”.

Image shows Tokyo's National Stadium, the main venue for the 2020 Olympics, under construction.