Tokyo 2020 brand count reaches 56 with Coca-Cola, Ajinomto Co partnerships

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The Tokyo Organising Committee of the Olympic and Paralympic Games (Tokyo 2020) has announced that it has expanded its sponsorship agreements with Coca-Cola Japan Co.  Ltd. and Ajinomoto Co. Inc.

Both companies will additionally become sponsors in the newly-added business category of “Coffee Beans and Instant Coffee Powder/Granules”.

The partnerships in the “Coffee Beans and Instant Coffee Powder/Granules” category will runs until 31 December 2020 in the territory of Japan.

Even as the Tokyo 2020 Sponsorship Programme in principle accepts only one sponsor company in each business category, the organisers after discussions with the IOC have decided to share this category between the two companies.

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The Olympic sponsorship programme is divided into four separate categories, with the IOC’s The Olympic Partner (TOP) programme constituting the very highest level of Olympic sponsorship. The Worldwide TOP Partners who support the Olympic Games Tokyo 2020 are Coca-Cola, Alibaba, Atos, Bridgestone, Dow, GE, Intel, Omega, Panasonic, Procter and Gamble, Samsung, Toyota and Visa.

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, Tokyo 2020 will work to contribute to a brighter tomorrow for both Japan and the world.

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