Toyota won’t air Games-related TV commercials

The Yomiuri Shimbun

15:22 JST, July 19, 2021

Toyota Motor Corp. said Monday it will not air any TV commercials related to the Tokyo Games, even though the automaker is one of the top sponsors of the Olympics and Paralympics.

Operating officer Jun Nagata revealed the policy during online interviews with the media. Toyota is a worldwide partner of the Games.

The company had produced commercials expressing Toyota’s perspective on the Games, but they will not be aired on TV. President Akio Toyoda and other executives also will not attend the opening ceremony and other events.

Nagata said, “The Games have become misunderstood in many ways.”

Toyota is providing a total of 3,340 vehicles to support the Games, for such purposes as transporting officials.

About 90% of these are electric-powered vehicles, including Mirai fuel-cell cars and e-Palette electric vehicles, in a bid to help reduce carbon dioxide emissions.

Nagata said, “We want to give top priority to helping the athletes concentrate and perform at their highest level.”

About 200 athletes who work for Toyota, or are connected with company, are scheduled to compete at the Tokyo Olympic and Paralympic Games.

Toyota says it will report on their performance through its media channel Toyota Times, and cheer on the athletes.