• ADC Partners

Hockey Sticks for the 2020 Tokyo Games?

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...)

Data Sources: WARC, IOC

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.

17 views0 comments

Recent Posts

See All

© 2020 ADC Partners. All Rights Reserved.

Email Us

(510) 864-2670

141 Oldcastle Suite 201 Alameda CA 94502