Toyota Ends Olympic Sponsorship, Continues To Support Athletes

Toyota has been a sponsor of the Olympics since 2015, with a 10-year contract ending in late December 2024. Regarding the reason for not renewing the contract, Akio Toyoda said, "(The Olympics) are athletes first? The political color has become stronger, and I doubt that this form is good." There has been dissatisfaction with the operation of the competition in recent years.

Toyota had initially hoped to extend the sponsorship contract for the Paralympics. On the other hand, the IOC felt that it could not just continue to host the Paralympics.

The context in which the termination of the contract was judged was also considered to be the awareness of the problem that the sponsorship money was not sufficiently implemented for the revitalization of the competition and the support of the players.