The game faced growing fury as concerns surrounding events spiked Covid cases in Japan.
Toyota Motor Corp., among the main sponsors of the Tokyo Olympic Games, is attracting all Olympic– TV commercials focused in Japan. In addition, CEO Akio Toyoda and other senior executives of the company will not attend the opening ceremony on July 23.
The Summer Olympics are becoming increasingly unpopular in Japan, where residents fear the Olympics will bring about a spike in Covid cases. The pandemic has caused many disruptions to the Olympics, including the rising young tennis star Coco Gauff testing positive (and thus being unable to attend) as well as the withdrawal of Serena Williams – in the event her, possibly due to an injury she sustained at Wimbledon. More than 25 positive Covid tests were found over the course of the weekend among those who had traveled to Japan for the Olympics.
“The Olympics are becoming an event not understood by the public,” a Toyota public relations executive named Nagata told the Japanese daily Yomiuri. (Via Reuters.) However, the Game will start on Friday even as Covid cases continue to increase in Japan. Tokyo is currently in its fourth state of emergency since the start of the pandemic. Meanwhile, spectators were banned from nearly all Olympic venues two weeks ago, taking away the excitement of the event.
Initially, Toyota planned to run a TV commercial in Japan featuring the Olympic athletes it sponsored. It is now speculated that other business leaders in Japan, which have spent more than $3 billion to sponsor the Olympics in Tokyo, will also want to move away from the event. This year’s total funding is believed to be the largest donation ever from an Olympic host country.
Statesside, an NBC A Universal spokesperson told IndieWire Toyota is not tweaking any marketing plans for the Olympics. “The media plan for Toyota’s Olympic and Paralympic global advertising campaign is managed by each country and region. In Japan, the local Toyota office had previously decided not to carry out the campaign due to its sensitivity to the COVID-19 situation in that country. In the United States, the campaign has been shown nationally and will continue to be shown as planned with our media partners during the Olympic and Paralympic Games Tokyo 2020.”
Vaccine availability remains low in Japan, where just over a fifth of the population is fully immunized against Covid.
The Tokyo Olympic Games will be broadcast (and streamed) in the United States on NBC Universal’s platforms, and the broadcast is said to include more than 7,000 hours of coverage. The Games run through August 8. Olympic events will also be streamed on Peacock, NBCOlympics.com and NBCSports.com. The Games will also be featured on channels including CNBC, Golf Channel, NBC Olympics, NBC Sports Network, Telemundo and USA.
https://www.indiewire.com/2021/07/toyota-cancels-olympics-ads-japan-1234652111/ | Toyota Cancels All Olympics Ads in Japan