(ATR) Olympic organizers tell Around the Rings the success of its sponsorship drive is down to "very strong interest" from the Japanese business community.
Games chiefs netted their 13th top tier partner on Apr. 20, Mitsui Fudosan, in the category of ‘Real Estate Development’. It was the latest in a stream of sponsorships that have come at the rate of one or two a week over the past six weeks.
Tokyo 2020 had indicated to ATR last month that it was close to wrapping up its premium sponsorships. But a spokesman said the Tokyo 2020 Marketing Bureau "is still looking at all possible opportunities" in close collaboration with the IOC.
Asked how Tokyo 2020 had managed to generate record sponsorships for a Summer Olympics, he said, "we were certain there was great sponsorship potential for the Tokyo 2020 Olympic and Paralympic Games.
"Japan is a large and well-developed market with many established players. The Japanese business community has always been a keen supporter of sporting events," the spokesman told ATR
"They do it not only for promotional purposes, but also out of a sense of social responsibility to help further sport in Japan. During our negotiations, we also realized that a lot of companies’ executives had experienced the 1964 Olympics and Paralympics and were convinced of the power of the Games and very keen to support us."
To ensure exclusivity for premium partners, it’s likely Tokyo will close off the top sponsorships fairly soon.
Commenting on how the Gold Partners benefit Games organizers, the spokesman said they don’t stop at the marketing rights linked to the deal. "These leading and successful Japanese companies will share with us their expertise, their know-how, and help us ensure the success of the 2020 Olympic and Paralympic Games.
"For example, we are already welcoming staff members from sponsor companies into the organizing committee, and we are united behind a single objective – the successful delivery of the 2020 Games."
Commenting on the involvement of Mitsui Fudosan, a partner in city development, Tokyo 2020 president Yoshiro Mori said the leading Japanese company would have an "extremely significant impact" on the delivery of the Games.
"Mitsui Fudosan will be able to furnish us with much valuable advice and assistance in our efforts to provide the most welcoming and comfortable environment for overseas visitors to the 2020 Games," he said.
As the hunt for top-tier sponsors winds down, the revenue generation effort is now switching to national supporters.
"There is a very strong interest from the business community and Tokyo 2020 is now opening discussions with companies keen to become Official Partners, the second tier of our sponsorship structure. Tokyo 2020’s general target for its sponsorship program is $1.3 Billion," the Tokyo spokesman said.
Homepage Photo: Getty Images
Reported by Mark Bisson
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