It is now official: Toyota will soon no longer be part of the Olympic landscape. The information was leaked last May, but has not been formally confirmed since, by the Japanese group or by the IOC. The president of the car manufacturer, Akio Toyoda, took it upon himself to dispel the last doubts this week. He confirmed on Thursday, September 26, on the television channel belonging to his group that Toyota would not renew its 10-year contract as the IOC's worldwide partner within the TOP marketing program. But, according to Akio Toyoda, the manufacturer will not completely abandon sport. It will continue to financially support athletes, particularly Japanese ones. Another Japanese partner of the IOC, Panasonic, announced at the beginning of September its decision not to renew its long contract as worldwide sponsor of the Olympic Games. The agreement was first signed in 1987, a year before the Seoul Games, and then renewed without the slightest interruption.
— Published September 27, 2024