The extraordinary decision by the country’s top automaker underlines how polarizing the Tokyo Games have become in Japan as COVID-19 infections rise ahead of Friday’s Olympics opening ceremony.
The Associated PressThe extraordinary decision by the country’s top automaker underlines how polarizing the Games have become in Japan as COVID-19 infections rise ahead of Friday’s opening ceremony.
and Paralympics who are affiliated with Toyota, including swimmer Takeshi Kawamoto and softball player Miu Goto.Being a corporate sponsor for the Olympics is usually all about using the games as a platform to enhance the brand. But being linked with a pandemic-era Games may be viewed by some as a potential marketing problem.“There is a mixed public sentiment towards the Games," Takaya said.
The sponsorship, which started globally in 2017, runs through the 2024 Olympics, covering three consecutive Olympics in Asia, including the Tokyo Games. Toyota is one of the most trusted brands in Japan. The maker of the Prius hybrid and Lexus luxury models prides itself on its quality controls, with its “just in time” super-efficient production methods praised and emulated around the world.
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Top Olympic sponsor Toyota pulls Games-related TV adsTOKYO (AP) — Toyota won’t be airing any Olympic-themed advertisements on Japanese television during the Tokyo Games despite being one of the IOC’s top corporate sponsors. The extraordinary decision by the country’s top automaker underlines how polarizing the Games have become in Japan as COVID-19 infections rise ahead of Friday’s opening ceremony.
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