“I need to emphasize that those partners and companies have been very supportive to Tokyo 2020. They are passionate about making these Games happen.”
The company has no plans to adjust its Olympic marketing plans in the U.S.
“The media plan for Toyota’s Olympic and Paralympic global ad campaign is managed by individual countries and regions. In Japan, the local Toyota office previously decided not to air the campaign out of sensitivity to the COVID-19 situation in that country,” Toyota Motor North America said in a statement. “In the U.S., the campaign has already been shown nationally and will continue to be shown as planned with our media partners during the Olympic and Paralympic Games Tokyo 2020.”
Toyota Motor Corp. signed on as a worldwide Olympic sponsor in 2015, in an 8-year deal reportedly worth nearly $1 billion, becoming the first car company to join the IOC’s top-tier marketing program.
The sponsorship, which started globally in 2017, runs through the 2024 Olympics, covering three consecutive Olympics in Asia, including the Tokyo Games.
The Tokyo Olympics, already delayed by a year, are going ahead despite the Japanese capital being under a state of emergency.
It’s already virtually a made-for-TV Olympics with most events, including the opening ceremony, going ahead without fans in the venues. Some dignitaries, such as IOC President Thomas Bach and Emperor Naruhito, are likely to attend.