Toyota to End Olympic Sponsorship After 2024 Paris Games
TL;DR Summary
Toyota is reportedly ending its $835 million sponsorship deal with the International Olympic Committee after the 2024 Paris Olympics, citing dissatisfaction with how the IOC used the sponsorship money. The deal, which began with the 2018 Pyeongchang Winter Games, is the IOC's largest sponsorship. Toyota previously pulled its Olympic advertising during the Tokyo 2021 Games due to public opposition. The IOC, which heavily relies on broadcast rights and sponsorships for income, is expected to seek a new vehicle sponsor if Toyota exits.
- Report: Japanese carmaker Toyota set to end massive Olympic sponsorship deal Yahoo Finance
- Toyota Said to End Record IOC Deal After 2024 Olympics in Paris Business Insider
- Toyota to end top-tier Olympic sponsorship contract after Paris Games Kyodo News Plus
- Carmaker Toyota set to call a halt to Olympic sponsorship deal after Paris Games Euronews
- TOP sponsorship program faces a key inflection point as the Olympic Games embark on a period of opportunity Sports Business Journal
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