Japan is in the middle of another Covid-19 wave, and the public opinion is against conducting the Summer Olympic Games, of which Toyota is the main sponsor.
Toyota is pulling away from airing Olympic-themed television commercials in its home country right before the big show is about to start. This news comes as a surprise since the Japanese giant is one of the major global sponsors of the Summer Olympics and Paralympics, along with brands like Coca-Cola, Samsung, and Visa.
Furthermore, Toyota president Akio Toyoda has declined to participate in the opening ceremony where Emperor Naruhito, the IOC president Thomas Bach, and other global leaders such as French President Emmanuel Macron will be present.
The automaker’s decision to distance itself from the big event is due to Japan’s rapidly changing public sentiment, especially in Tokyo. The capital city is struggling with a rise in Covid-19 cases and is currently in the fourth state of emergency. A public opinion survey by Japan News Network highlights the rising concern about the games as several players and officials have tested positive upon arrival. Additionally, several demonstrations and protests are regularly taking place to halt the games, and volunteers are steadily withdrawing their participation.
As a result, the Olympics will be only virtual this year, made solely for TV audiences.
According to a Toyota representative, the carmaker will not be broadcasting any advertisement featuring Tokyo Games 2020 in Japan and will run its standard ads instead. Nonetheless, the company said it would continue to back its 200 affiliated athletes for the Olympics and run commercials to support them. On the other hand, Toyota’s North American division will air Olympic-dedicated campaigns and marketing as planned on this side of the Pacific.
Taka Masaya, Tokyo Games 2020 spokesperson, stated that he “wasn’t aware of the report Toyota wouldn’t air commercials.”
“What I can tell you is those partners and sponsors must have been struggling to support Tokyo 2020. There is a mixed public sentiment towards the games,” continued Masaya.
In 2015, Toyota Motor Corp. inked an eight-year deal with the IOC as its worldwide mobility partner for a whopping $1billion. Toyota is Japan’s most loved brand and has a massive reputation for producing high-quality and efficient vehicles. Big events like the Olympic Games help significantly boost a brand’s image and reputation. But the pandemic era has shifted the automaker’s preference as advertisements could seriously hurt corporate image due to public anger.
Apart from Toyota, other prominent business leaders have expressed their concern, including Softbank founder and billionaire Masayoshi Sen, and Rakuten CEO Hiroshi Mikitani, who regard hosting the games as a “Suicide Mission” for Japan.
