Olympic broadcaster Eurosport has signed tyre giant Bridgestone as its first presenting partner for Tokyo 2020.
The deal will see both parties join forces to create programmes and content around the Games in the Japanese capital.
Bridgestone, a member of the International Olympic Committee's (IOC) flagship The Olympic Partner sponsorship programme, will see their brand associated with live and on-demand content.
The Tokyo-based company previously partnered with Eurosport for the Pyeongchang 2018 Winter Olympics and will now sponsor a new series called Essential Olympic Stories.
Tokyo 2020 will be the first Summer Olympics for Eurosport since the channel's owners, Discovery Communications, signed a multi-Games deal with the IOC in June 2015.
This granted exclusive television and multi-platform broadcast rights for the next four Olympics from Pyeongchang 2018 onward, up until Paris 2024.
"We are thrilled to partner with Bridgestone to amplify their commitment to the Olympic Games all the way to Tokyo 2020," said Mike Rich, Eurosport head of sports marketing solutions.
"Eurosport's reach and engagement around the Olympic Games through to Paris 2024 is unrivalled, connecting with millions of fans across Europe around every minute of the Games.
"Paired with the deep creative capability we've built internally, we are the one partner across Europe who can help brands engage this audience at scale and in the most meaningful way."
Thierry Jupsin, brands marketing director at Bridgestone Europe, Middle East and Africa, added: "As a proud worldwide Olympic and Paralympic partner, we're delighted to work with Eurosport for the Tokyo 2020 Olympic Games, which take place in our hometown.
"This partnership is a unique opportunity to celebrate the upcoming Games, our shared values and inspire people of all ages and abilities to chase their dream and overcome any obstacles they face during life's unpredictable journey."