To all this is added, in addition, the obvious reluctance of the entire Japanese public to hold the Games, which has led many brands to express their concern over the past months regarding the correct development of the meeting. One of the companies that has done it with the most vehemence has been Toyota Motor, which, given the lukewarm sentiment of the population towards the Olympics, has also decided not to broadcast any television commercial with Olympic content in Japan. Likewise, their representatives will not attend the opening ceremony of the event Indonesia Email Database.
“It is true that Toyota will not attend the opening ceremony, and the decision was made considering several factors, including the absence of spectators,” commented a spokesman for the multinational automobile company, according to Reuters. “We will not broadcast any announcements related to the Games in Japan,” he added. In recent weeks, company representatives have shown their frustration with the slow decision-making process of the IOC and the organizers due to the bans on spectators and the lack of communication with the main sponsors.
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The Japanese firm signed a ten-year contract in 2015 with the IOC to be one of the main sponsors of the Olympic Games. Toya’s intention was initially to maximize this public relations opportunity, but he has felt that the climate of uncertainty and disenchantment can damage his corporate image. Initially, the company had planned to run television commercials featuring the Olympians the group sponsors.
However, Toyota has already started broadcasting its Olympic ads on NBC in the United States and according to a statement from Toyota Motor North America, it will continue to do so during the Olympic and Paralympic Games. The piece “Never Stop” stars Alexa Moreno, the first Mexican gymnast to get an Olympic medal and where you can see images of her life, origin and work routines of her.
Likewise, the company will maintain other of its commitments acquired with the organization, such as the contribution of vehicles for the transport of athletes or robots for various uses in different spaces. Likewise, it maintains the promotion of athletes on its website.
For their part, from the Tokyo 2020 Organizing Committee, they understand that it is up to each sponsor to determine their own advertising strategy, but they recognize the “mixed” mood of the public towards the Games. “These partners and sponsors have been suffering and struggling to support Tokyo 2020, after a one-year delay due to the pandemic. And that year was quite an intense and challenging situation, but still those partners and sponsors have always shown their support. support, “said spokesman Masa Takaya, according to the Nikkei newspaper. “There must be a decision on the part of each company in terms of how they should be able to convey their messages to the public from their corporate perspective.”
But the fear that participation in these unpopular Games could damage, rather than boost, the public image and reputation is beginning to be shared by other corporate sponsors. Ajinomoto food company said last month that it will not broadcast announcements related to the Olympic Games in July, while representatives of brands such as Nissin Foods Holdings, Yamato Holdings or Nippon Telegraph & Telephone will also not attend the opening ceremony socialposts.