Dentsu appointed to lead Paralympic marketing drive for Tokyo 2020

Dentsu have been hired to lead Paralympic marketing efforts in Japan ahead of Tokyo 2020 ©Dentsu

Marketing giants Dentsu Inc. have been appointed by the International Paralympic Committee (IPC) to orchestrate promotional efforts in Japan for the 2020 Paralympics in Tokyo.

In a five-year agreement Dentsu, the Japanese advertising and public relations giants, have exclusive rights to sell partnership and sponsorship packages to Japanese companies for all 10 summer and winter sports that the IPC acts as the International Federation for.

These consist of athletics; swimming, powerlifting, shooting; Alpine skiing, snowboard, ice sledge hockey, cross-country skiing, and biathlon, as well as wheelchair dance sport, which is not part of the programme for Tokyo 2020.

In addition, they will also provide support for promotional activities in Japan as well as for communications between the IPC and its Japanese sponsors.

They will also work alongside the IPC to enhance its marketing programmes.

“Since Tokyo was announced as the host city of the 2020 Paralympic Games we have seen more demand than ever from potential partners in Japan," said IPC chief executive Xavier Gonzalez.

"This is across summer and winter sports and presents a unique opportunity for spreading the word about Para-athletes, Para-sport and the Paralympic Movement to huge audiences.

“We are therefore really pleased to appoint Dentsu to support us with developing those opportunities, allowing us to capitalise on the interest we have already experienced."

Founded in 1901, the Tokyo-based company has much experience in sport, having worked on the 1984 Olympics in Los Angeles when the current model of TOP (The Olympic Programme) sponsors was established.

Dentsu were last year appointed to a similar role by Tokyo 2020 for the Olympic Games, to "advise and assist the Organising Committee on the formulation of the Games Marketing Plan and commercial strategies as well as providing support for sponsorship sales, servicing and the licensing programme".

They have also worked extensively with both football governing body, FIFA and the International Association of Athletics Federations, with which they last extended a longstanding commercial partnership until the end of 2029.