The Japanese auto giant Toyota has said that it has made a final decision to stop its top-level sponsorship of the Olympics, stating that the growing political influence of the event sidelines the athletes, thus depriving them of proper protection. According to reports, the decision disclosed by chairman Akio Toyoda in a podcast in Toyota’s YouTube channel brings a close to a decade-long IOC sponsorship deal signed with the company in 2015.
In a podcast, Toyoda said the Olympics are “no longer centered around athletes.” “I have questioned myself for some time,” Toyoda said, “whether the event is truly placing athletes at the top of its focus. It is also getting increasingly politicized.” As part of the move, the company will discontinue the use of Olympics logos on its products, which it currently uses, and will cease its provision of vehicles for upcoming Games.
Besides the Olympics, Toyota is also said to be ending their Paralympics sponsorship, according to NHK, public broadcaster of Japan. Toyoda explained further: For me, the Olympics is that we should celebrate if people overcome obstacles rather than the Olympics becoming political.
The withdrawal is in the footsteps of another major Japanese company, Panasonic, which also announced on earlier this month that it will not be renewing its Olympic sponsorship. For Panasonic, the reasons include “management considerations.” It has been a Worldwide Partner of the Olympic Games since 1987, expanding its sponsorship to the Paralympics in 2014. Both Toyota and Panasonic mirror the wish from Japanese companies to retreat into their shells when it comes to involvement with the Olympics.