OK, so that headline is a little misleading. But only a little!
Hockey sick graphs are usually reserved for climate science and tech unicorns, not sponsorship spending. Well, Dentsu and the 2020 Tokyo Games just stepped onto the ice. (I think I may have carried that analogy too far...)
In 2014, global advertising agency Dentsu was hired on as the 2020 Games agency of record. In six years, they doubled the amount of local sponsorship from the previous Olympic cycle.
Much of this influx of local revenue is to due that fact, for the first time, marketing is non-exclusive. As result, high yield categories like financial services and airlines feature multiple partners.
Denstsu receives ~5% on the business its brings in.