Tokyo 2020 Adds 44th Domestic Partner -- Sponsor Spotlight

(ATR) Tokyo 2020 adds Earth Chemical Co., Ltd. as an official partner.

The company, a pioneer in the field of household insecticides in Japan, joins as part of the second domestic tier of the Tokyo 2020 Sponsorship Program.

Tokyo 2020 President Yoshiro Mori welcomed Friday’s announcement, commenting, "I am delighted to

welcome Earth as a Tokyo 2020 Official Partner."

"For many decades, Earth has been working to help provide healthy and comfortable lifestyles in Japan through the development of innovative insecticide products," he said in a statement. "I firmly believe Earth Chemical's support will make a significant contribution to the successful delivery of the Tokyo 2020 Games."

The addition of Earth Chemical brings the total number of Tokyo 2020 domestic partners to 44, including 29 official partners.

Telstra Wins Challenge Over Rio Olympic Ads

Ads by the Australian telecom Telstra did not infringe on Olympic rights say the country’s top court.

The ruling from the Full Federal Court of Australia rejected infringement claims against Telstra by the Australian Olympic Committee. The Federal Court initially ruled against the AOC in June 2016. The decision of the full court this week ends the appeal of the AOC.

AOC CEO Matt Carroll calls the ruling "disappointing".

The AOC tried to block the Telstra "I Go To Rio" marketing campaign, asserting that Telstra broke the Olympic Insignia Protection Act and Australian Consumer Law because the company wasn’t an Olympic sponsor. Rival Optus holds the telecom category.

The advertising, which includes a TV spot showing Australians following what appear to be Olympic sports on their mobile devices. The Olympic rings or other trademarks are not used nor is there any mention of the Rio Olympics.

Telstra contends that its campaign simply promoted its connection to the Seven Network, the Australian rights holder for the 2016 Olympics. Seven’s coverage of the Games was available to Telstra mobile customers through a Telstra app.

The AOC had claimed that Telstra had found a back door to trumpet an Olympics connection for commercial gain.

For the full story, click here

IPC Secures Two More Partners

The International Paralympic Committee this week secured two more partnerships through the next two Paralympics.

On Tuesday, the IPC announced it will continue its longstanding partnership with Visa, which was the original worldwide partner for the IPC in 2003.

Newly elected IPC President Andrew Parsons said in a statement that the IPC worked to renew the arrangement with Visa, as the company "continually increased their support" for the Paralympic movement. Visa has sole ownership of the "payment services" category for the Paralympic Games.

On Friday, The IPC revealed it had struck an agreement with the European Broadcasting Union (EBU) that covers media rights on all platforms for the PyeongChang 2018 and Tokyo 2020 Paralympic Games.

The new agreement covers all EBU territories, except the United Kingdom and Russia. Twenty-five EBU Members have already committed to broadcasting the upcoming Games in PyeongChang and Tokyo. Around 400 hours of live programming will be available from PyeongChang 2018 – an increase of 25 percent from Sochi 2014.

"Thanks to our long lasting partnership with EBU, we have grown the number of European free-to-air broadcasters showing the Paralympic Games and increased the number of viewers," Parsons said in a statement. "We are excited to once again partner with EBU to show the next two editions of the Paralympics."

Bridgestone and Eurosport Teaming Up For PyeongChang

Worldwide Olympic Partner Bridgestone has signed on as a presenting partner for Eurosport's PyeongChang coverage.

The wide-ranging deal gives Bridgestone a prominent position across all Eurosport platforms and screens from TV and on-demand, to social media and digital services.

Unlike previous Olympic Games where brands had to sign individual deals with multiple broadcast partners to reach Olympic fans in markets across Europe, Bridgestone will be getting maximum exposure to millions of Olympic fans across 50 European markets through a single agreement.

Eurosport platforms will be featuring Bridgestone’s brand campaign ‘Chase Your Dream, No Matter What’ when it launches this month. Bridgestone says the campaign celebrates "its team of ambassadors and their extraordinary struggles to fulfill their sporting dreams and achieve Olympic success".

Cheetos Campaign for USA Curling

USA Curling is teaming up with Cheetos, the cheese curl snack, to help raise awareness for the sport in the United States.

Despite being an Olympic sport since 1998, USA Curling says there are only about 20,000 curlers in the United States. Cheetos wants to change that and is enlisting the help of professional football tight end Vernon Davis to do it.

"I’ve been a huge fan of curling for years, watching and playing the sport for almost eight years now after a reporter in San Francisco suggested that I try it. But curling, and its incredible athletes, don’t get the same appreciation and love as I do from my fans," said Davis in a statement.

Davis, the USA Curling team and Cheetos have launched the social media campaign #DoTheCurl to encourage Americans to follow the team on the quest for gold in PyeongChang.

P&G Launches Thank You Mom in South Korea

Procter & Gamble Korea will activate the TOP sponsor’s 'Thank You Mom' campaign that’s been a theme of the company’s Olympic program since London 2012.

The program recognizes the contribution parents play in the formation of Olympic athletes.

Consumers who buy P&G products through December will be eligible for drawings to win tickets to the PyeongChang Winter Games in February.

Written by Gerard Farekand Ed Hula

For general comments or questions,click here.

25 Years at #1: Your best source of news about the Olympics is AroundTheRings.com, for subscribers only.