It is a dream come true for any sportsperson in the world to participate in the Olympics, let alone winning medals at the biggest stage. Olympics is definitely the biggest and most prestigious stage in the world of sports. Fans come in millions to cherish some all-time great performances by thousands of athletes participating in several sporting events organised in the Summer and Winter Olympics every 4 years. Apart from sports and entertainment, the Olympics events are money-making machines with their funding, sponsorships and multiple revenue streams. Olympic Sponsors and broadcasters support significant finances for the IOC(International Olympics Committee).
Although, sales of the broadcasting rights account for the majority of the money raised by the IOC, sponsorship chip in a huge chunk too. As athletes, it is a dream come true for the corporations and industries as well to join the world’s largest marketing platform. Besides money, sponsors also provide product support and technical services, helping in organising the large scale event held in numerous parts of the world, every 4 years.
Tokyo Olympics 2020 Sponsorship Program
The Japanese capital will be hosting the Summer Olympics for the first time since 1964. After 56 years. Japan will be hosting its 4th Olympic Games if we include 1972 Sapporo and 1998 Nagano Winter games. The 2020 Summer Olympics will take place from 24 July to 9 August 2020. According to the organisers, the Games will be “the most innovative ever organised, and will rest on three fundamental principles to transform the world: striving for your personal best; accepting one another; while also passing on a legacy to the future.”
The Tokyo 2020 Sponsorship Programme focusses on contributing to a better future for Japan and the world. This will be achieved through a wide variety of measures, including but not limited to contribution in an efficient administration and delivery of the Games, and programmes.
The sponsorship structure of the Olympics is of 4 tiers (categories). The World Olympic Partners are positioned at the pinnacle, followed by the local sponsors of each National Olympic Committee (NOC) as well as Games’ sponsors of the Organising Committee of Olympic Games (OCOG). While the IOC manages the world Olympic partners, all the other tiers are delegated to the host city and the organising committee. So the Tokyo 2020 Organising Committee has the right to permit the use of Olympic-related assets like logos, designations and other Olympic imagery licensed from the IOC to prospective Sponsors. The programme also consists of three separate categories (Tiers 1, 2 and 3) with rights and terms & conditions differing accordingly.
Here are all the rights that can be exercised by different categories of sponsors in compliance to their tier.
Use the designations:
- Olympic Games Tokyo 2020
- Tokyo 2020 Paralympic Games
- Japan Olympic team
- Japan Paralympic team
Right to use the following imagery:
- Tokyo 2020 emblem
- Tokyo 2020 mascot
- Japanese Olympic Committee (JOC) emblem
- Japanese Olympic Committee (JOC) “Gambare! Nippon!” slogan
- Japanese Paralympic Committee (JPC) emblem
Products and services supply rights
Use of Game-related goods, etc. as premiums
Right to promote products and services on-site
Use of related materials:
- Still images and Movies of past Olympic and Paralympic Games
- Still images and Movies of past Japanese Olympic and Paralympic athletes
World Olympic Partners
The World Olympic Partners (TOP) programme is the highest level of Olympic sponsorship, which grants category-exclusive marketing rights to the Summer, Winter as well as Youth Olympic Games to the global partners. Devised by the IOC in 1985, the program attracts topmost level MNCs of the world. Olympic partners help athletes from over 200 nations to participate in the highest sporting stage and provide the foundation for the hosting of the Olympic Games.
Also read: 5 Emotional moments for India at Olympics
The current World Olympics Partners associated with IOC are:
Local Sponsorship Program
ORGANISING COMMITTEES’ MARKETING PROGRAMMES
To support the staging of the Games, the Organising Committees (OCOGs) manage their own complementary commercial programmes. Contracts negotiated by the OCOG generally limited to the four-year Games period. The Tokyo 2020 Sponsorship Programme commenced on 1 January 2015 and runs until 31 December 2020. Following is the list of 3-tiers of sponsors of the Tokyo 2020 Summer Olympics.
Tokyo 2020 Olympic Gold Partners:
Tokyo 2020 Olympic Official Partners:
Tokyo 2020 Olympic Official Supporters:
NATIONAL OLYMPIC COMMITTEES’ MARKETING PROGRAMMES
Every individual National Olympic Committee (NOC) also manage local sponsorship programme. Also, IOC requires the sponsors to be in the non-competing categories to the World Partners. In fact, Olympic marketing rights are restricted within the NOC country or territory only. The goal is to support sports development activities in the country and the respective Olympic teams.
Olympic marketing programmes managed by the NOC’s include:
- Sponsorship and suppliers programmes operating within the home country of the NOC.
- Also Licensing of the National Olympics in the country