Asahi Brewers were today unveiled by Tokyo 2020 as its second top-tier domestic sponsor, only a day after the Gold Partner programme had been officially launched with the announcement of Nippon Telegraph and Telephone (NTT) Corporation.
Asahi, the largest of the four major beer producers in Japan, have signed a multi-million dollar deal in the "Beer and Wine" category for the Olympics and Paralympics.
The announcement of Asahi had been widely expected but the fact they have signed-up so soon after NTT will help fuel confidence that Tokyo 2020 will be a major success commercially.
Tokyo 2020 is reportedly charging companies JPY¥15 billion (£80 million/$128 million/€110 million) to become top tier domestic partners as they seek to raise at least JPY¥150 billion (£840 million/€1.3 billion/$1.1 billion) in revenue through the programme.
"It gives me great pleasure to announce that Tokyo 2020 has concluded a contract with Asahi Breweries, and to welcome the company as a Gold Partner," said Tokyo 2020 President Yoshirō Mori.
"During the Games, the whole of Japan will be raising their glasses and cheering on the athletes, and we are looking forward to working closely with Asahi Breweries to share the emotion of the Tokyo 2020 Games."
Asahi Brewers, founded in 1889 as the Osaka Beer Company, is also a major shareholder in the Australian company, the Foster's Group, and owns the Australian beverages unit of Cadbury Schweppes.
Like NTT, Asahi Brewers was already a leading sponsor of the Japanese Olympic Committee (JOC).
After London 2012 the company produced a special beer, Asahi Japan Gold, to celebrate the country's success of winning 38 medals, including seven gold.
"We are most honoured by becoming the Tokyo 2020 Gold Partner Beer and Wine and being able to support the Tokyo 2020 Olympic and Paralympic Games, and the Japanese national team," said Asahi Breweries President Akiyoshi Koji.
"Asahi Breweries has been supporting Japan with courage and energy as a JOC Gold Partner.
"As becoming the Tokyo 2020 Gold Partner we are greatly looking forward to support not just the Japanese national team, but also every single athlete competing in the Games, allowing them to perform beyond their limits, and convey the message of the magnificence of having hopes and dreams to the children who bear the future."
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January 2014: Tokyo 2020 sign-up telecommunications giant NTT as first Gold Partner
January 2014: Sponsors to pay $128 million for leading package at Tokyo 2020
April 2014: Tokyo 2020 announce Dentsu as marketing agency