Tokyo 2020 Names Dentsu as Marketing Agency
(ATR) Tokyo 2020 has appointed Dentsu as its marketing agency to help raise $1.5 billion in Games revenues.
That’s the revenue target the organizing committee hopes to generate from domestic marketing programs.
Tokyo 2020 said in a statement Thursday that Dentsu “will advise and assist the organizing committee on the formulation of the Games Marketing Plan and commercial strategies as well as providing support for sponsorship sales, servicing and the licensing program”.
The announcement comes two weeks after Japanese IOC member Tsunekazu Takeda was appointed to head the IOC’s marketing commission. He will play a significant role in securing new TOP sponsors for the IOC and, crucially, helping to ensure Tokyo 2020 meets its revenue goals.
IOC president Thomas Bach last week said Takeda, who is president of the Japanese Olympic Committee, was the right man for the job.
Speaking at the press conference in Belek, Turkey closing two days of IOC Executive Board meetings, he said Takeda’s “experience and reputation” in leading the 2020 Olympic bid and management of the JOC “will be very much appreciated by our TOP sponsors who know him and that he is a man who delivers what he promises”.
Bach said Takeda’s appointment was also vital to bring in future TOP sponsors who could rely on “his expertise in sports and marketing, his knowledge of the market and in particular every growing Asian market”.
Photo: Aerial view of the 2020 Olympic city (Getty)
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