Japanese auto giant Toyota has officially cut ties with the Olympics, citing the event’s shift towards political agendas rather than focusing on athletes.
Chairman Akio Toyoda announced the decision in a podcast, criticizing the Olympic Games for becoming increasingly politicized and losing sight of their original purpose.
Toyota, which had struck a massive $835 million deal with the International Olympic Committee (IOC) in 2015, initially saw the Olympics as a platform for showcasing human excellence in sports.
However, Toyoda revealed that the company has become disillusioned with how the Games have evolved, stating, “The Olympics should simply be about watching athletes achieve the impossible, not about pushing political narratives.”
The Paris 2024 Olympics only intensified this sentiment, with controversies ranging from an opening ceremony perceived as mocking Christianity to gender-political disputes in women’s boxing.
Despite global backlash, the IOC, led by outgoing president Thomas Bach, defended the Games, celebrating their “gender parity” as a key achievement. Critics, however, argue that these politically charged decisions are undermining the true spirit of the competition.
Toyota’s frustrations mirror those of other sponsors and sports enthusiasts disillusioned by what they see as a “woke” agenda overtaking the Olympics. The memory of the highly criticised Tokyo 2020 Olympics—held during the peak of the COVID-19 pandemic—also likely influenced the company’s decision to step away, with Toyota having been forced to cancel all Olympic-themed advertising during that period.
The carmaker had expressed interest in continuing its support for the Paralympics, but the IOC reportedly refused to allow Toyota to sponsor the Paralympic Games without continuing its backing of the Olympics as well.
Toyota isn’t alone in its dissatisfaction. Panasonic, another long-time sponsor, announced its exit earlier this month, citing “management considerations.” As more companies reconsider their involvement, questions are rising about whether the Olympics can continue to attract sponsors amid growing concerns over political and woke ideological messaging taking centre stage over athletic achievement.
It’s become a satanic ritual, the opening/closing segment.
Well done Toyota and Panasonic, good to see. That the IOC will not allow sponsorship and support of the paralympics without the woke games also, is disgusting to say the least, and both will suffer. Still, it’s a sign of the times, which are steadily going downhill at a rate of knots..