Marketing

The Role of Marketing

Expenditures related to the Olympic and Paralympic Games Tokyo 2020 are broadly divided into the following three categories: those related to the administration and delivery of the Tokyo 2020 Games by The Tokyo Organising Committee of the Olympic and Paralympic Games (Tokyo 2020); those related to programmes conducted by the Japanese Olympic Committee (JOC) and the Japanese Paralympic Committee (JPC) aimed at enhancing the international competitiveness of Japanese athletes; and those related to urban infrastructure projects implemented by the Tokyo Metropolitan Government, the national government and other related organisations.
The majority of the income to cover expenditures related to the administration and delivery of the Games and the programmes aimed at enhancing the international competitiveness of Japanese athletes is expected to derive from the Marketing Programme developed by Tokyo 2020. This programme includes sponsorship, licensing, ticket sales, etc. The Tokyo 2020 Sponsorship Programme accounts for an extremely high percentage of the budget for projected income, and is therefore viewed as having a vital role to play.

Percentage of Income Related to Games Administration excerpted and edited from Tokyo' s Candidate File (2013). IOC Contribution 23%, TOP Programme 10%, Local Sponsors 27%, Ticket Sales 23%, Licensing 4%, Donations 3%, Asset Disposition 1%, Others 9%. The Olympic Partner (TOP)

Introduction of the Tokyo 2020 Sponsorship Programme

Introduction of Tokyo 2020 Sponsors