The Olympic sponsor programme is divided into four separate categories, with the IOC’s (International Olympic Committee) The Olympic Partner (TOP) programme constituting the very highest level of Olympic sponsorship.
The three remaining categories are designated for domestic sponsors. The highest domestic tier comprises Gold Partners, the second tier consists of Official Partners and the third tier is made up of Official Supporters. Domestic sponsors will also be core components of Tokyo 2020’s Marketing Programme, and until 2020 they will be indispensable partners both for the successful delivery of the Tokyo 2020 Olympic and Paralympic Games and as partners of Japan’s Olympic and Paralympic teams. Accordingly, they will be accorded the rights to use Tokyo 2020’s Olympic and Paralympic designations and imagery, including emblems, mascots and slogans. In collaboration with all sponsors who take part in the Marketing Programme, the Tokyo 2020 Organising Committee will work to contribute to a brighter tomorrow for both Japan and the world. (Source – olympics.com/tokyo-2020)
More information regarding the Tokyo 2020 Games’ Sponsorship Programme can be found here.
Following is a tier-wise list of companies and organisations that are enjoying a strong branding presence across Tokyo 2020 Olympic Games’ physical and digital assets among other activations.
Coca-Cola, the American beverage giant, first partnered with the IOC for the 1928 Amsterdam Olympics and has been associated with the Games ever since. It became a charter member of the IOC’s The Olympic Partner (TOP) sponsorship programme in 1986. In 2019, the two extended their historic partnership to run at least until 2032, asserting their longest-ever continuous partnership.
Coca-Cola’s Japanese subsidiary, the 1956-founded, Minato, Tokyo-headquartered Coca-Cola Japan, serves as a Gold Partner of the Games. In August 2018, it became the first Presenting Partner of the Tokyo 2020 Olympic Torch Relay. Later that year, in November, it expanded its deal to also include the “Coffee Beans and Instant Coffee Powder/Granules” category.
The San Francisco-headquartered global online lodging marketplace signed a nine-year deal with the IOC to become a Worldwide Olympic Partner in November 2018. Over the course of the deal, Airbnb is set to work with the IOC to create a healthy communal experience at every Olympic event by offering hosts exciting opportunities to have overseas fans and athletes as guests. The deal also includes working with the International Paralympic Committee (IPC) to provide accommodation to people with disabilities, as well was earning opportunities to all Olympians via unique experience opportunities, as well as support for refugee athletes.
The Hangzhou-headquartered Chinese tech giant signed an eleven-year deal with the IOC to become a Worldwide Olympic Partner in January 2017. Aside from being a top-tier partner, Alibaba also serves as the IOC’s official Cloud Services and e-commerce platform services partner, providing Cloud-based and AI-powered digital solutions to help the committee achieve its goals. In July 2020, Alibaba helped launch Tokyo 2020’s China-focused portal on Tmall – its online business-to-consumer marketplace.
The Bezons, Paris-headquartered French information technology service and consulting company has its partnership with Olympics dating back to 1989, when it became the Information Technology Partner of the IOC, before becoming the Worldwide Information Technology Partner in 2001. The two parties extended their long-term partnership in a four-year agreement in July 2020 which will see Atos provide the IT infrastructure to all major Olympic events until the 2024 Summer Olympics in Paris.
Founded in March 1931, the Japanese auto and truck parts manufacturer became a Worldwide Olympic Partner of the IOC in June 2014. Running until 2024, the deal makes Bridgestone the official tyre partner of the Olympics, as it supports the transport and other pertinent operations across all Olympic events, while also cover the “seismic isolation bearings” and “non-motorised bicycles” categories.
Founded in 1897, the Midland, Michigan-headquartered American manufacturer of plastics, chemicals, and agricultural products became a Worldwide Olympic Partner of the IOC in July 2010 in a deal that set to run until the 2020 Tokyo Olympics. Dow serves as the Official Chemistry Company of the Olympic Movement and the Official Carbon Partner of the International Olympic Committee, helping the IOC achieve its long-term sustainability goals across all major Olympic events.
Founded in April 1892, GE is a Boston-headquartered American conglomerate operating in the aviation, healthcare, power, renewable energy, digital industry, additive manufacturing, venture capital and finance sectors. A long-time associate of the Games, GE last extended its Worldwide Olympic Partnership with the IOC in June 2011 to run until the 2020 Tokyo Olympics.
For every major Olympic event, GE has worked with the host cities to provide power, lighting, water treatment and transportation solutions, as well as supplying imagine and healthcare equipment to hospitals for diagnosis and treatment of athletes. It exclusively covers the “Selected industrial equipment for systems used in energy, healthcare, transportation and infrastructure industries” category for the IOC.
The Santa Clara, California-headquartered American tech giant became a Worldwide Olympic Partner of the IOC in June 2017 in a deal set to run until 2024. The deal will see Intel incorporate cutting-edge tech at the upcoming Tokyo Olympics, including 5G, virtual reality and artificial intelligence platforms, and drones to provide a flagship digital experience. In July 2020, Intel announced that it would be offering the Olympic athletes life-coaching, mentoring, learning and development services to help them work through the postponement of the Games. The company has also launched Intel World Open – a global esports tournament covering Rocket League and Street Fighter V, as an appetiser for the Tokyo Olympics.
The Biel/Bienne-headquartered Swiss luxury watchmaker has been the official timekeeper of the Olympics since the 1932 Los Angeles Summer Games, eventually becoming a Worldwide Olympic Partner in 2004. Omega provides equipment for timing, scoring and results systems for every major Olympic event, as well as releases limited-edition co-branded watches periodically. The two last renewed their deal in May 2017 to run until 2032 and reach their partnership’s centenary.
The Kadoma, Osaka-headquartered Japanese electronics company first partnered with the Olympics for Los Angeles 1984 as it supplied professional sound system and large video display. It then became a Worldwide Olympic Partner of the IOC in 1985. In February 2014, Panasonic extended its TOP sponsorship deal with the IOC to run until 2024. In February 2020, it became a supporting partner of the Tokyo 2020 Olympic Torch Relay.
The Cincinnati, Ohio-based American consumer goods company has been a Worldwide Olympic Partner of the IOC since 2010 covering the “Personal Care and Household Products” category. P&G and the IOC extended their partnership in July 2020 to run until 2028 and also include marketing rights for the International Paralympic Committee (IPC) and subsequently, the Paralympics. The expanded deal will also see establishment of the “Athletes for Good Fund” – a joint initiative of P&G, the IOC and the IPC.
The South Korean tech giant first got involved with Olympics as a local sponsor at Seoul 1988 before becoming a Worldwide Olympic Partner of the IOC ahead of the Nagano 1998 Winter Olympics in the “Wireless Communications Equipment” category. The two parties last renewed their partnership in December 2018 to run until 2028. The deal sees Samsung provide its array of cutting-edge products and services to fans and athletes alike across all major Olympic events. The company also releases event-specific themed smartphones, which are provided to the Olympic athletes via Samsung’s “Athlete Phone Programme”
The Toyota, Aichi-headquartered Japanese automotive manufacturer became a Worldwide Olympic Partner of the IOC and the first-ever mobility partner of the Olympic Movement in March 2015 in a deal set to run until 2024 and cover the “vehicles, mobility support robots and mobility services” category. The deal sees Toyota not only supply its fleet of vehicles for every major Olympic event, but also work with the IOC to provide sustainable mobility solutions as per the committee’s Olympic Agenda 2020.
The San Francisco-headquartered American financial services corporation became a Worldwide Olympic Partner of the IOC in 1986. Over the years, the partnership has seen VISA provide digital payment technological solutions at every major Olympic event. Both VISA and the IPC extended their partnership in July 2018 to run through to 2032.
The 1889-founded, Sumida, Tokyo-headquartered beer, spirits, soft drinks and food business company was announced as a Gold Partner of the Games in January 2015 in the “Beer & Wine” category.
The 1949-founded, Kobe-headquartered Japanese sportswear and sports equipment giant was announced as a Gold Partner of the Games in April 2015 in the “Sporting Goods (Sports Apparel & Sports Equipment)” category.
The 1937-founded, ?ta, Tokyo-headquartered optical, imaging, and industrial products manufacturer was announced as a Gold Partner of the Games in February 2015 in the “Still Cameras and Desktop Reprographic Hardware” category.
The 1888-founded, Tokyo-headquartered manufacturer and seller of petroleum products and importer and retailer of natural gas and coal was announced as a Gold Partner of the Games in March 2015 in the “Oil, Gas & Electricity supply services” category.
The 1879-founded, Chiyoda, Tokyo-headquartered property/casualty insurance products provider was announced as a Gold Partner of the Games in March 2015 in the “Non-Life Insurance” category.
The 1899-founded, Minato, Tokyo-headquartered IT and electronics company was announced as a Gold Partner of the Games in February 2015 in the “Specialist Public Safety Equipment & Software (biometric authentication, behavior detection and analysis, and drones)” and “Network Equipment (SDN*1, wired and wireless networks)” categories. In February 2020, the two further expanded their partnership to also include the “Private Network Radio Systems” category.
Founded in August 1952, the Chiyoda, Tokyo-headquartered telecom company was announced as a Gold Partner of the Games in January 2015 in the “Telecommunications Services” category. NTT has previously provided its services during the 1964 Tokyo Olympics, as well as the 1972 Sapporo Winter Olympics and the 1998 Nagano Winter Olympics and Paralympics.
Founded in December 1925, Nomura Holdings is a financial services group headquartered in Chuo, Tokyo and provides services across three business divisions – retail, asset management, and wholesale (global markets and investment banking). It was announced as a Gold Partner of the Games in March 2015 in the “Securities” category.
Founded in June 1935, the Minato, Tokyo-headquartered information and communications technology equipment and services company was announced as a Gold Partner of the Games in February 2015 in the “Data Centre Hardware” category.
Mizuho is a banking holding company headquartered in Marunouchi, Chiyoda, Tokyo that was founded in 2001. Its financial services include banking, securities, trust and asset management services.
SMFG on the other hand is the holding company of the banking group Sumitomo Mitsui Banking Corporation which was founded originally as The Sakura Bank in June 1876 and is also headquartered in Chiyoda, Tokyo. It operates in retail, corporate, and investment banking sectors with its clientele ranging from individuals, small and medium-sized enterprises, large corporations, financial institutions and public sector entities
Both banking groups were simultaneously announced as Gold Partners of the Games in April 2015 in the “Banking” category.
Founded in July 1941, the Chuo, Tokyo-headquartered real estate developer was announced as a Gold Partner of the Games in April 2015 in the “Real Estate Development” category.
Founded in April 2009, the Chuo, Tokyo-headquartered dairy and confectionary giant was announced as a Gold Partner of the Games in October 2015 in the “Dairy Products & Confectionery” category.
The 1949-founded, Chiyoda, Tokyo-headquartered building materials and housing equipment manufacturer was announced as a Gold Partner of the Games in November 2015 in the “Building Components & Bathroom and Kitchen Fixtures” category.
The Chuo City, Tokyo-headquartered Japanese food and biotech corporation secured a second-tier spot in the event’s ‘Cooking Condiments, Dehydrated Soup, Amino Acid Based Granules and Prepared Frozen Foods’ category in March 2016. In November 2018, it expanded the deal (along with Coca-Cola Japan) to also include the ‘Coffee Beans and Instant Coffee Powder/Granules’ category.
Founded in 1892, the Japanese household insecticides manufacturer was announced as an Official Partner of the event in October 2017, having been attributed the “Pesticides, Repellents, Fertilizers, Soil for Seed Planting and Herbicides, for Household Use” category.
Established in 1972, EF Education First Japan is the Japanese arm of Sweden-founded, Switzerland-headquartered international education company EF Education First that specialises in language training, educational travel, academic degree programs, and cultural exchanges. It was announced as an Official Partner of the Games July 2016 in the “Language Training Services” category.
airweave is a Japanese total sleep solutions provider, manufacturing a wide variety of products – ranging from mattresses to pillowcases – to provide optimum environments for comfort sleeping. It was announced as an Official Partner of the Games in April 2016 in the “Beds and Bedding” category. Before that, airweave became an Official Partner of the Japanese Olympic Committee in 2013 and provide bespoke portable sleeping products to the Japan Olympic Team athletes at the at the 2014 Sochi Winter Olympic Games.
The Noda, Chiba-headquartered Japanese food corporation specialises in soy sauce, food seasoning and flavoring, mirin, sh?ch?, and sake, juice and other beverages, pharmaceuticals, and restaurant management services. Kikkoman was announced as an Official Partner of the Games in April 2016 in the “Sauces (including soy sauces), vinegar, mirin and cooking sake” category.
KNT (Kinki Nippon Tourist / Kintetsu International) is a leisure, travel & tourism company based in Chiyoda, Tokyo and was founded in May 1947.
Japan Tourist Bureau is a hospitality expert based in Higashi Shinagawa, Shinagawa, Tokyo and was founded in 1912.
Tobu Top Tours is a travel agency founded in March 1956 and headquartered in Sumida, Tokyo.
In March 2016, all three of these companies were simultaneously announced as Official Partners of the Games in the “Travel agency services and national trip hospitality services” category.
The Japanese subsidiary of the San Jose, California-headquartered American tech conglomerate was announced as an Official Partner of the Games in June 2016 in the “Network Equipment” category.
SECOM is a security services and systems expert headquartered in Shibuya City, Tokyo and was founded in July 1962. Its experience with Olympics goes way back, having provided its services at the 1964 Tokyo Summer Olympics, the 1972 Sapporo Winter Olympics, and the 1998 Nagano Winter Olympics.
ALSOK, on the other hand, is a security services provider specialising in stationed security, security for homes and buildings, and security for the secure transportation of physical cash for financial institutions. The company is based in Minato, Tokyo, and was founded in July 1965.
In October 2015, both companies were simultaneously announced as Official Partners of the Games in the “Security Services and Planning” category.
DNP is a printing company headquartered in Shinjuku City, Tokyo and was founded in October 1876. The company operates in the information communications, lifestyle and industrial supplies, and electronics industries.
Toppan, on the other hand, is a printing company headquartered in Chiyoda, Tokyo, and was founded in January 1900. It specialises in commercial printing, publication printing, and food package printing while offering anti-counterfeiting features.
In October 2016, both companies were simultaneously announced as Official Partners of the Games in the “Printing Services” category.
Daiwa is an Osaka-headquartered construction company specialising in prefabricated houses, factories, shopping centres, and health care facilities as well as management and operation of resort hotels, golf courses and fitness clubs. It was announced as an Official Partner of the Games in July 2016 in the “Construction and Residential Development” category.
Founded in October 1885, the Minato, Tokyo-headquartered natural gas provider was announced as an Official Partner to the Games in July 2015 in the “Gas & Gas Utility Services” category.
Both Tokyo’s 1941-founded rapid transit system and Japan’s Shibuya, Tokyo-headquartered largest passenger railway company were announced as Official Partners to the Games in June 2016 in the “Passenger Rail Transportation Services” category.
The 1917-founded, Kitakyushu-headquartered toilet manufacturer was announced as an Official Partner of the Games in February 2016 in the “Bathroom and Kitchen Fixtures” category.
Both NAA and Tokyo-based private passenger terminal operator JAT were announced as Official Partners of the Games in February 2019 in the “Airport Services” category.
The 1958-founded, Yodogawa, Osaka-headquartered convenience food products manufacturer was announced as an Official Partner of the Games in June 2016 in the “Packaged Noodles and Pasta” category.
Japan Post Holdings is a January 2006-founded, Chiyoda, Tokyo-headquartered publicly traded conglomerate involved in postal and logistics, financial window, banking and life insurance businesses, offering letters and goods transportation services, stamp sales, deposits, loans, and insurance products. It was announced as an Official Partner of the Games in August 2015 in the “Postal Services” category.
In June 2015, both Shinagawa-headquartered JAL (Nikk?) and Minato-headquartered ANA (All Nippon Airways or Zennikk?) were announced as Official Partners of the Games in the “Passenger air transportation services” category.
In July 2019, both had their deals expanded as they were roped in as Supporting Partners of the Olympic torch relay to carry the flame from Greece to Japan.
However, as of June 2021, only JAL is listed as an Official Partner on the Games’ sponsors page, and not ANA.
The 1847-founded, Saga and Tokyo-headquartered pharmaceutical company, specialising in external pain-relieving products, was announced as an Official Partner of the Games in February 2018 in the “External Pain Relief Products” category.
The Chiyoda, Tokyo-headquartered electronics and electrical equipment manufacturer was announced as an Official Partner of the Games in February 2016 in the “Elevators, Escalators & Moving Walkways” category.
The 1919-founded, Chuo, Tokyo-headquartered door-to-door delivery service provider was announced as an Official Partner of the Games in August 2015 in the “Logistics Services” category.
The August 1963-founded, Chiyoda, Tokyo-headquartered human resources company was announced as an Official Partner of the Games in May 2017 in the “Human Resources and Online Study and Learning Services” category.
The Japan News is a daily English-language newspaper published by The Yomiuri Shimbun, a November 1874-founded, Chiyoda, Tokyo-headquartered Japanese newspaper.
The Asahi Shimbun is a Kita, Osaka-headquartered Japanese newspaper that was founded in January 1879.
Nikkei is the flagship publication of Nikkei, Inc. – a Japanese holding company engaging in newspaper business. It is headquartered in Chiyoda, Tokyo and was founded in 1876.
The Mainichi Shimbun is a major Japanese newspaper published The Mainichi Newspapers Co. Founded in February 1872, Mainichi has headquarters in Tokyo, Osaka, Nagoya and Kitakyushu.
All these media outlets serve as Official Partners to the Games.
In May 2021, The Asahi Shimbun publicly called for the games to be cancelled in light of the worsening COVID-19 situation in the country. But as the Games go ahead, all these media outlets continue to be listed as sponsors on the Games’ sponsors page.
The 1958-founded Japanese business and formalwear brand was announced as an Official Supporter of the Games in October 2018 in the “Business & Formal Wear” category.
Aggreko Events Services Japan, subsidiary of Glasgow-headquartered British temporary power generation and temperature control equipment supplier Aggreko, became an Official Supporter of Games in December 2018 in the “Temporary Electricity Generation” category. The deal is reportedly worth £158 million.
The 1962-founded, Kita, Osaka-headquartered language training services provider was announced as an Official Supporter of the Games in October 2018 in the “Offline Language Training Services” category.
The Japanese arm of the London-headquartered multinational professional services network was announced as an Official Supporter of the Games in October 2019 in the “Professional Services (including: Audit, finance, tax and project management, planification and management consulting)” category.
The 1945-founded, Tokyo-headquartered Japanese media conglomerate was announced as an Official Supporter of the Games in April 2019 in the “Books and Magazines Publishing Services” category.
The Minato, Tokyo-headquartered Japanese arm of the American tech giant was announced as an Official Supporter of the Games in June 2019 in the “Internet-based information and navigation services (including: Web/App or internet search engine systems and services, Internet-based navigation and mapping services, Virtual or intelligent personal assistant systems and services, Internet-based translation systems and services, and Online local directory services)” category. This is Google’s first-ever Olympic sponsorship deal.
The 1905-founded, Higashinari, Osaka-headquartered office stationery and furniture manufacturer was announced as an Official Supporter of the Games in August 2018 in the “Office Furniture & Stationery” category.
The 1804-founded, Chuo, Tokyo-headquartered architectural, civil engineering and general contracting company was announced as an Official Supporter of the Games in October 2018 in the “Construction Services for Facilities and Public Infrastructures” category.
Tanaka is an 1885-founded, Chiyoda, Tokyo-headquartered precious metals materials manufacturer primarily operating in the electronics, semiconductor and automotive industries. It was announced as an Official Supporter of the Games in February 2019 in the “Precious Metals and Jewelry” category.
The 1983-founded, Cesena-headquartered Italian fitness equipment manufacturer was announced as an Official Supporter of the Games in January 2020 in the “Fitness Equipment” category.
Tobu Tower Skytree is the owner and operator of the world’s tallest freestanding tower, Tokyo Skytree, based in Sumida, Tokyo. It was announced as an Official Supporter of the Games in July 2020 in the “Management and operation of Transmission Tower and/or Observation Deck of TOKYO SKYTREE” category.
The 1892-founded, Minato, Tokyo-headquartered architectural spaces expert was announced as an Official Supporter of the Games in June 2018 in the “Design, Engineering, and Construction Services for Interior Spaces and Exhibition Spaces” category.
Founded in August 1971, the Shinagawa, Tokyo-headquartered parking lot services provider was announced as an Official Supporter of the Games in August 2018 in the “Parking Lot Services” category.
The 1989-founded, ?temachi, Tokyo-headquartered staffing firm provider was announced as an Official Supporter of the Games in January 2018 in the “Human Resources Services (Job placement services; Personnel support services concerning hiring, assessment and placement; Worker dispatching services; Managing and delivering services for job fairs; and Training services for corporate entities excluding online and offline language training services such as testing services)” category.
The 1966-established, Tokyo-headquartered Japanese arm of the American management consulting firm was announced as an Official Supporter of the Games in November 2019 in the “Professional services (strategy consulting, project management, planification and management consulting)” category.
The 1958-founded, Takatsuki, Osaka-headquartered, meat-based processed food products manufacturer was announced as an Official Supporter of the Games in April 2018 in the “Ham, Sausage, Bacon, Fish sausage, Kamaboko, Roasted pork, Sparerib” category.
The 1924-founded, Osaka-headquartered typography expert was announced as an Official Supporter of the Games in December 2018 in the “FONT DESIGN & DEVELOPMENT SERVICES” category.
Yahoo! Japan is a joint venture between American company Yahoo! and Japanese conglomerate holding company SoftBank. Founded it January 1996 and headquartered in Chiyoda, Tokyo, it is one of the biggest internet companies in Japan.
Yahoo! Japan was announced as an Official Supporter of the Games in May 2019 in the “Internet-based information and navigation services (including: Web/App or internet search engine systems and services, Internet-based navigation and mapping services, Online local directory services and Provision of weather/meteorology and disaster alert information services)” category.
The Sankei Shimbun is a Japanese-language daily newspaper which was originally founded in March 1882 and has headquarters in Tokyo and Osaka.
The Hokkaido Shimbun Press, on the other hand, is responsible for publishing The Hokkaido Shimbun, an 1887-founded daily newspaper based in Sapporo, Hokkaido.
Both newspapers were simultaneously announced as Official Supporters of the Games in January 2018 in the “Newspapers” category.
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