The USOC has announced an agreement with Dentsu Sports America ©USOC

The United States Olympic Committee (USOC) has announced an agreement with Dentsu Sports America which will see the two parties work cooperatively to promote the Olympic and Paralympic Movements and aim to achieve marketing objectives specifically related to Tokyo 2020.

The agreement between the USOC and the company is in effect through to 2020.

In April, Tokyo 2020 confirmed the appointment of Dentsu Inc. as its official marketing agency, responsible in part for assisting with marketing and commercial strategy, and providing support for sponsorship sales, servicing and licencing.

It also holds the exclusive rights to sell sponsorship packages to Japanese companies for all 10 summer and winter sports under the International Paralympic Committee umbrella.

"Dentsu Sports is a leading and well-respected presence in the sports marketing world, and we are happy to be working with them moving forward," said Lisa Baird, USOC chief marketing officer.

"Dentsu’s expertise has already seen them align with Tokyo 2020, and we believe they can be of help to the US Olympic and Paralympic family, especially as we work to find and solidify relationships in Japan."

Tokyo 2020 confirmed the appointment of Dentsu Inc. as its official marketing agency in April
Tokyo 2020 confirmed the appointment of Dentsu Inc. as its official marketing agency in April ©Getty Images

Motoki Ishikawa, chief executive of Dentsu Sports America, added: "This agreement between Dentsu and the USOC provides us an opportunity to put our experience to work for the benefit of the many organisations that make up the Olympic and Paralympic Movements.

"We are very excited, and look forward to working together to achieve our respective marketing and partnership goals."

In May, the USOC published a Host City Contract template for the 2020 Olympics and Paralympics in an attempt to allay fears local people would be unfairly burdened by a Games in Boston, then its preferred bidding city for the 2024 edition.

Two months later, the USOC decided it could no longer continue supporting Boston’s bid amid a lack of public support and in September, Los Angeles officially launched its own bid to host the Games.

LA is now up against Budapest, Paris and Rome after Hamburg’s residents voted against the city’s candidacy at a recent referendum.

The International Olympic Committee is due to elect its chosen host at its Session in Lima in 2017.



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