Dentsu, appointed by Tokyo 2020, "will 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".

The advertising and public relations company has its headquarters in the Shiodome district of Minato, Tokyo.

It was founded in 1901 and has a partnership with the social networking website Facebook.

Dentsu worked on the 1984 Olympics in Los Angeles when the current model of TOP sponsors was established.

It has also worked with several leading federations, including FIFA and the International Association of Athletics Federations. 

A Dentsu spokesman said: "Leveraging the sports business knowledge and know-how that it has cultivated over many years, Dentsu will channel all the Group's resources toward the success of the 32nd Olympic Games and the 16th Paralympic Games that will be held in 2020."

Last month, Japan's Administrative Reform Minister Tomomi Inada announced plans to relaunch the "Cool Japan" campaign for Tokyo 2020.

The phrase was initially coined by the Japanese Government in 2002 in an effort to highlight Japanese culture.

It has stalled in recent years, but Inada said he was optimistic the Olympics and Paralympics will be a catalyst for a successful relaunch.