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  • Tokyo 2020 Names Dentsu as Marketing Agency


    Aerial view of the 2020 Olympic city (Getty)
    (ATR) Tokyo 2020 has appointed Dentsu as its marketing agency to help raise $1.5 billion in Games revenues.

    That’s the revenue target the organizing committee hopes to generate from domestic marketing programs.

    Tokyo 2020 said in a statement Thursday that Dentsu “will advise and assist the organizing committee on the formulation of the Games Marketing Plan and commercial strategies as well as providing support for sponsorship sales, servicing and the licensing program”.

    The announcement comes two weeks after Japanese IOC member Tsunekazu Takeda was appointed to head the IOC’s marketing commission. He will play a significant role in securing new TOP sponsors for the IOC and, crucially, helping to ensure Tokyo 2020 meets its revenue goals.

    IOC president Thomas Bach last week said Takeda, who is president of the Japanese Olympic Committee, was the right man for the job.

    Speaking at the press conference in Belek, Turkey closing two days of IOC Executive Board meetings, he said Takeda’s “experience and reputation” in leading the 2020 Olympic bid and management of the JOC “will be very much appreciated by our TOP sponsors who know him and that he is a man who delivers what he promises”.

    Bach said Takeda’s appointment was also vital to bring in future TOP sponsors who could rely on “his expertise in sports and marketing, his knowledge of the market and in particular every growing Asian market”.

    Mizuno Sponsors Baseball-Softball Congress

    With talk of baseball and softball perhaps finding a way into the
    Japanese IOC member Tsunekazu Takeda (Getty)
    Tokyo 2020 following a revamp of the IOC’s sports program under Bach’s Olympic Agenda 2020 project, the World Baseball Softball Confederation’s announcement Thursday that Japan-based Mizuno Corporation will sponsor its 2014 World Congress in Africa is significant news.

    Masato Mizuno, the former chairman of the Mizuno Corp, was CEO of the Tokyo 2020 bid.

    The first-ever World Baseball Softball Congress will be staged in the North African city of Hammamet, Tunisia on May 10.

    "The WBSC is proud and privileged to partner with a globally recognised and leading sports brand like Mizuno, with whom international baseball and softball have grown and developed worldwide over the last five decades," said WBSC co-presidents Riccardo Fraccari and Don Porter.

    "We cannot think of a more ideal partner than Mizuno for reasons of posterity and to help capture the historic nature and significance of the first-ever World Baseball Softball Congress - and the global evolution in baseball and softball that has led us to this historic point," they added.

    Delegates from the confederation’s 200+ national federations will be provided with official WBSC apparel supplied by Mizuno. The Japanese company will also deliver WBSC-branded promotional/display items to produce a baseball-softball theme and stage for the congress.

    The most important business of the congress is to elect the first WBSC president and executive board.

    Written by Mark Bisson.

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