The extraordinary decision from the country’s largest automaker underlines just how polarizing the Games have become in Japan as COVID-19 infections rise ahead of Friday’s opening ceremony. “There are many issues with these Games that are proving difficult to understand,” Toyota communications director Jun Nagata told reporters on Monday.
CEO Akio Toyoda, grandson of the company’s founder, will not attend the opening ceremony. That’s despite about 200 athletes competing in the Olympics and Paralympics who are affiliated with Toyota, including swimmer Takeshi Kawamoto and softball player Miu Goto.
Nagata said the company will continue to support its athletes.
Bad Marketing Pandemic
Being a corporate sponsor of the Olympics is usually about using the Games as a platform to improve the brand. But being tied to Games in the pandemic era can be seen by some as a potential marketing problem.
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Toyota Motor Corp. signed up as a global Olympic sponsor in 2015, under an eight-year contract valued at nearly US $ 1 billion, becoming the first automaker to join the marketing program of the IOC.
Sponsorship, which began globally in 2017, continues until the 2024 Olympics, covering three consecutive Olympics in Asia, including the Tokyo Games.
The Tokyo Olympics, already delayed by a year, continue despite the state of emergency in the Japanese capital.
It’s practically an Olympics made for television already, with most events, including the Opening Ceremony, happening without fans at the venues. Some dignitaries, such as IOC President Thomas Bach and Emperor Naruhito, are likely to attend.
We should never have had the Games– Japanese factory worker Motoyuki Niitsuma
Toyota is one of the most trusted brands in Japan. The maker of the luxury Prius Hybrid and Lexus models takes pride in its quality controls, with its ultra-efficient “just-in-time” production methods praised and emulated around the world.
Opinion polls reflect widespread concern among Japanese people over tens of thousands of Olympic participants entering the country during a pandemic.
Motoyuki Niitsuma, a worker at a manufacturing plant who banged on a bucket during a recent Tokyo protest against the Olympics, said he didn’t like the idea of cheering on the national team, and the pandemic made this message clear.
“The time for competition is over. Now is the time to cooperate, ”he said. “We should never have had the Games. “