International Olympic Committee, Japan and Toyota
SportsPro · 1d
Bridgestone latest to end Olympic TOP sponsorship with IOC after Paris 2024
Bridgestone’s decision not to renew its tie-up sees it become the latest TOP sponsor to cut ties with the IOC. Last month, Toyota confirmed it would not be extending its ten-year contract, which expired after Paris 2024 and was reportedly worth US$835 million when it was first signed in 2015.
Nikkei Asia · 2h
Sayonara, Olympics: Japanese brands exit pricey sponsorships
Japanese companies instead are showing interest in smaller championships. Asahi Breweries became a worldwide partner for the Rugby World Cup in 2023 as the first Asian top-tier sponsor. The five sponsors for the World Athletics Championships to be held in Tokyo next year all hail from Japan, including ASICS, Seiko and Sony.
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