Dentsu has been selected as the AOR for the Tokyo Summer Olympics and Paralympic Games, the agency said Thursday.
The stakes are always high for the host Olympic city, and marketing is seen as a critical component to success. The Tokyo Organizing Committee has pledged to spend about $104 million to advertise and promote the games.
Tokyo was selected last fall by the International Olympic Committee to host the 2020 games. The last time the city hosted the event was in 1964.
It is likely that Dentsu’s AOR duties to market the games on behalf of the Tokyo Olympics Organizing Committee will be just one facet of its involvement with the event. For the both the London and Sochi games, Dentsu acquired the broadcasting rights to a number of Asian countries, then re-sold those rights to local broadcasters with pre-sold ad packages on behalf of clients.
When Tokyo won the 2020 rights last September, the International Business Times reported
that the games could have an economic impact of nearly $30 billion over several years and create about 150,000 jobs.
But the games could cost Tokyo $6 billion or more to stage, the IBT reported.
Dentsu’s new assignment is just the agency’s latest effort to boost its sports profile on the Asian continent. Last week, it said was co-sponsoring an international gathering of sports business professionals in Switzerland in May to consider ways to further develop soccer throughout Asia.