
One for all, all for one. The Japanese Olympic (JOC) and Paralympic (JPC) committees are set to launch a groundbreaking initiative to boost their resources. According to Kyodo News, the two organizations will allow companies to sign contracts starting this year joint sponsorship contracts, a first in the history of Japanese sport. This new approach aims to offer partners simultaneous visibility on the Olympic and Paralympic componentsBy allowing companies to support both committees under one contract, the JOC and JPC hope expand their sponsor base while simplifying negotiations. This measure is also a response to the growing demand from companies that wish to associate their image not only with the sporting excellence of Olympic athletes, but also with values of inclusion and resilience carried by the Paralympic Games.