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Tokyo Olympic Sponsor Toyota Withdraws Japanese Advertising

T
oyota has stated they will not be airing Olympic-themed advertisements on Japanese television during the Tokyo 2020 Olympic Games, due to potential marketing issues.

The country’s top automaker made this decision due to public opinion surveys reflecting the concern among the community of Tokyo in having thousands of athletes enter the country during a pandemic.

Despite the Japanese capital being in a state of emergency, and a number of athletes and Olympic personnel testing positive for COVID-19 after arriving in Japan, the Games are still going ahead.

Toyota chief communications officer, Jun Nagata, said: “There are many issues with these Games that are proving difficult to be understood.”

“The company will continue to support its athletes,” she said.

Although Toyota has pulled the plug on all advertisements in Japan, the company has no plans to change its Olympic marketing campaign in the US.

Toyota Motor North America said in a statement: “In the US, 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.”

In 2015, Toyota Motor Corp signed as a worldwide Olympic sponsor in an eight-year deal running through to the 2024 Olympics worth nearly USD$1 billion (AUD$1.4 billion)

Discussing the move by Toyota, Tokyo 2020 spokesperson, Masa Takaya, said: “There is a mixed public sentiment towards the Games.”

“Sponsors each make its own decisions on their messages.

“I need to emphasise that those partners and companies have been very supportive to Tokyo 2020.

“They are passionate about making these Games happen,” Takaya said.