Watch FIFA World Cup 2026™

LIVE, FREE and EXCLUSIVE starting June 12 2026

Toyota signs up as Games sponsor - IOC

BERLIN (Reuters) - Japan's Toyota Motor Corporation has joined the group of leading sponsors of the Olympic Games in an agreement that runs until 2024, the International Olympic Committee (IOC) said on Friday.

Toyota signs up as Games sponsor - IOC
(Reuters)

The car maker becomes the first company of its kind to join 11 other global brands on the IOC's top sponsorship programme (TOP) in a deal reported to be just under $1 billion.

Toyota, the world's biggest car manufacturer by volume, is also the third Japanese company to join TOP, after Panasonic and Bridgestone as the Olympics prepare to go to Tokyo in 2024.

Both have also signed up to 2024.

"Toyota is the world leader in its field and this partnership signifies a strong commitment to the future of the IOC and the Olympic movement," IOC President Thomas Bach said in the Japanese capital.

News that makes sense

Your trusted source for staying up-to-date with the world around you. Get free daily news updates and analysis, straight to your inbox.

By subscribing, you agree to SBS’s terms of service and privacy policy including receiving email updates from SBS.

The contract will officially run from 2017 to 2024 but Toyota, the third sponsor to commit to 2024, has marketing rights in Japan with immediate effect.

"Long-term partnerships are the backbone of our commercial programmes and they enable the financial security of the entire Olympic movement," IOC marketing chief Tsunekazu Takeda, who is also Vice-President of the Tokyo 2020 Games, said.

Although it does not reveal contract details of its sponsorship agreements, the deals with its top sponsors generate more than $100 million per quadrennium.

"We will do everything possible to fulfil our new role in The Olympic Partner Programme and to justify the trust that the IOC has placed in us," said Toyota President Akio Toyoda.

"The addition of the mobility category to The Olympic Partner Programme is important recognition for our entire industry."

Other major sponsors, including McDonald's, Samsung, Coca-Cola and Atos, have signed up until 2020 or beyond.

(Reporting by Keith Weir, Writing by Karolos Grohmann, editing by Ed Osmond)


2 min read

Published

Source: Reuters


Share this with family and friends


Get SBS News straight to your inbox

Sign up now for daily news from Australia and around the world. You can also subscribe to Insight's weekly newsletter for in-depth features and first-person stories.

By subscribing, you agree to SBS’s terms of service and privacy policy including receiving email updates from SBS.

Follow SBS News

Download our apps

Listen to our podcasts

Get the latest with our News podcasts on your favourite podcast apps.

Watch on SBS

SBS World News

Take a global view with Australia's most comprehensive world news service

Stream now

Watch the latest news videos from Australia and across the world