(Tokyo) Tokyo does not broadcast any advertisements for the Tokyo Olympics on Japanese television channels. The automaker is one of the main sponsors of the event, but thinks the matter has become very controversial.
This extraordinary decision by the largest Japanese carmaker reveals how the question of hosting the Olympic Games in the country population is confirmed. The number of COVID-19 cases in Japan continues to rise as the inauguration takes place on Friday.
“Many of the issues related to these games are proving to be difficult to understand,” Toyota Communications Director June Nagata told reporters Monday.
In addition, company president and CEO Akio Toyoda attended the inauguration. About 200 Olympic and Paralympic athletes are associated with Toyota, including swimmer Takeshi Kawamoto and softball player Miu Goto.
June Nagata assured that Toyota will continue to support its athletes in this regard.
In general, the corporate partner of the Olympic Games seeks only to take advantage of this platform to showcase their brand. In the case of JO during the pandemic, this association represents a marketing risk.
For Tokyo 2020 Organizing Committee spokesperson Masa Takaya, each sponsor is free to make their own decisions regarding the messages they want to convey.
“There is a mixed feeling in the population,” Mr. Takaya agreed. I must emphasize that our partners have shown great solidarity for Tokyo 2020. ”
Toyota Motor Corporation. In 2015, a global sponsorship agreement was signed with the Olympics. The eight-year deal is said to be worth nearly $ 1 billion.
The Tokyo Games have already been postponed for a year despite a state of emergency in the Japanese capital.
Toyota is one of the most respected brands in Japan. The manufacturer of the Prius hybrid and luxury Lexus models is proud of the quality of its vehicles and its “just-in-time” production capacity.