Toyota to End Hefty Olympic Sponsorship; Shifts Focus to Individual Athlete Support

The Yomiuri Shimbun

12:24 JST, May 28, 2024

Toyota Motor Corp. will not renew its top-tier sponsorship deal with the International Olympic Committee at the end of 2024, The Yomiuri Shimbun has learned.

The company decided that it is more appropriate to individually support athletes affiliated with the automaker.

In 2015, Toyota became the first automaker to sign a contract as a top-tier Olympic sponsor. The 10-year contract expires this year.

Starting with the 2016 Rio de Janeiro Games, the company has provided vehicles for athletes and officials at both the Summer and Winter Olympics, including the 2021 Tokyo Games. It is committed to supporting the upcoming Paris Olympics as well.