Top Olympic sponsor distances itself amid polarization in Tokyo

Toyota, a top sponsor of the delayed  2021 Olympic Games, has taken multiple steps to distance itself from the Games amid polarization in Tokyo over whether or not they should even go on.

The country’s top carmaker announced it would not air any Olympic-themed advertisements on Japanese television during the Games. In addition, Toyota Chief Executive Akio Toyoda will be skipping the opening ceremony.

“There are many issues with these Games that are proving difficult to be understood,” Toyota Chief Communications Officer Jun Nagata told reporters Monday.

However, he did says Toyota would continue to support the 200 some athletes taking part in the Olympics and Paralympics who are affiliated with the car brand.

These decisions underline how mixed the sentiment surrounding the Games has become in Japan. COVID-19 infections are still on the rise ahead of Friday’s opening ceremony.

Public opinion surveys reflect widespread concern among Japanese people about having tens of thousands of Olympic participants enter the country during a pandemic. Some already have tested positive for COVID.

Being a corporate sponsor for the Olympics is usually a great opportunity to enhance the brand. But being linked with these particular Games, especially as the largest company in the host country, may be viewed by some as a potential marketing problem.

Masa Takaya, a Tokyo 2020 spokesperson, said sponsors each make its own decisions on their messages.

“I need to emphasize that those partners and companies have been very supportive to Tokyo 2020. They are passionate about making these Games happen,” Takaya said.

It’s already virtually a made-for-TV Olympics with most events, including the opening ceremony, going ahead without fans in the venues. The decision to ban fans was made just after Tokyo went into a state of emergency that will last throughout the entirety of the Game. Some dignitaries, such as IOC President Thomas Bach, Japanese Emperor Naruhito, and U.S. First Lady Dr. Jill Biden, are expected to be in Tokyo.