Toyota won’t be airing any Olympic-themed advertisements on Japanese television during the Tokyo Games, despite being one of the International Olympic Committee’s top corporate sponsors.
The extraordinary decision by the country’s top automaker underlines how polarizing the Games have become in Japan as COVID-19 infections rise ahead of Friday’s opening ceremony.
“There are many issues with these Games that are proving difficult to be understood,” Toyota’s chief communications officer, Jun Nagata, told reporters Monday.
CEO Akio Toyoda, the company founder’s grandson, will be skipping the opening ceremony. That’s despite about 200 athletes taking part in the Olympics and Paralympics who are affiliated with Toyota, including swimmer Takeshi Kawamoto and softball player Miu Goto.
Nagata said the company will continue to support its athletes.
Pandemic of bad marketing
Being a corporate sponsor for the Olympics is usually all about using the Games as a platform to enhance the brand. But being linked with a pandemic-era Games may be viewed by some as a potential marketing problem.
Bring on the cheers
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Toyota Motor Corp. signed on as a worldwide Olympic sponsor in 2015, in an eight-year deal reportedly worth nearly $1 billion US, becoming the first car company to join the IOC’s top-tier marketing program.
The sponsorship, which started globally in 2017, runs through the 2024 Olympics, covering three consecutive Olympics in Asia, including the Tokyo Games.
The Tokyo Olympics, already delayed by a year, are going ahead despite the Japanese capital being under a state of emergency.
IOC president Thomas Bach, right, and Toyota president Akio Toyoda are shown in 2015, when Toyota was more than happy to align its brand with the 2020 Olympic Games. (Reuters)
It’s already virtually a made-for-TV Olympics with most events, including the opening ceremony, going ahead without fans in the venues. Some dignitaries, such as IOC president Thomas Bach and Emperor Naruhito, are likely to attend.
We should never have gotten the Games– Japanese factory worker Motoyuki Niitsuma
Toyota is one of the most trusted brands in Japan. The maker of the Prius hybrid and Lexus luxury models prides itself on its quality controls, with its “just in time” super-efficient production methods praised and emulated around the world.
Public opinion surveys reflect widespread concern among Japanese people about having tens of thousands of Olympic participants enter the country during a pandemic.
Motoyuki Niitsuma, a manufacturing plant worker who was banging on a bucket in a recent Tokyo protest against the Olympics, said he didn’t like the idea of cheering for the national team, and the pandemic has made that message clear.
“The time to compete is over. Now is the time to co-operate,” he said. “We should never have gotten the Games.”
VANCOUVER – The Vancouver Canucks announced Tuesday that defenceman Alex Edler will sign a one-day contract in order to officially retire as a member of the NHL team.
The signing will be part of a celebration of Edler’s career held Oct. 11 when the Canucks host the Philadelphia Flyers.
The Canucks selected Edler, from Ostersund, Sweden, in the third round (91st overall) of the 2004 NHL draft.
He played in 925 career games for the Canucks between the 2006-07 and 2020-21 seasons, ranking fourth in franchise history and first among defencemen.
The 38-year-old leads all Vancouver defencemen with 99 goals, 310 assists and 177 power-play points with the team.
Edler also appeared in 82 career post-season contests with Vancouver and was an integral part of the Canucks’ run to the 2011 Stanley Cup final, putting up 11 points (2-9-11) across 25 games.
“I am humbled and honoured to officially end my career and retire as a member of the Vancouver Canucks,” Edler said in a release. “I consider myself lucky to have started my career with such an outstanding organization, in this amazing city, with the best fans in the NHL. Finishing my NHL career where it all began is something very special for myself and my family.”
Edler played two seasons for Los Angeles in 2021-22 and 2022-23. He did not play in the NHL last season.
This report by The Canadian Press was first published Sept. 17, 2024.
The sixth-ranked Canadian women will face World Cup champion Spain in an international friendly next month.
Third-ranked Spain will host Canada on Oct. 25 at Estadio Francisco de la Hera in Almendralejo.
The game will be the first for the Canadian women since the Paris Olympics, where they lost to Germany in a quarterfinal penalty shootout after coach Bev Priestman was sent home and later suspended for a year by FIFA over her part in Canada’s drone-spying scandal.
In announcing the Spain friendly, Canada Soccer said more information on the interim women’s coaching staff for the October window will come later. Assistant coach Andy Spence took charge of the team in Priestman’s absence at the Olympics.
Spain finished fourth in Paris, beaten 1-0 by Germany in the bronze-medal match.
Canada is winless in three previous meetings (0-2-1) with Spain, most recently losing 1-0 at the Arnold Clark Cup in England in February 2022.
The teams played to a scoreless draw in May 2019 in Logroñés, Spain in a warm-up for the 2019 World Cup. Spain won 1-0 in March 2019 at the Algarve Cup in São João da Venda, Portugal.
Spain is a powerhouse in the women’s game these days.
It won the FIFA U-20 World Cup in 2022 and was runner-up in 2018. And it ousted Canada 2-1 in the round of 16 of the current U-20 tournament earlier this month in Colombia before falling 1-0 to Japan after extra time in the quarterfinal.
Spain won the FIFA U-17 World Cup in 2018 and 2022 and has finished on the podium on three other occasions.
FC Barcelona’s Aitana Bonmati (2023) and Alexia Putellas (2021 and ’22) have combined to win the last three Women’s Ballon d’Or awards.
And Barcelona has won three of the last four UEFA Women’s Champions League titles.
“We continue to strive to diversify our opponent pool while maintaining a high level of competition.” Daniel Michelucci, Canada Soccer’s director of national team operations, said in a statement. “We anticipate a thrilling encounter, showcasing two of the world’s top-ranked teams.”
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This report by The Canadian Press was first published Sept. 17, 2024
TORONTO – The Toronto Maple Leafs have announced cookie brand Oreo as the team’s helmet sponsor for the upcoming NHL season.
The new helmet will debut Sunday when Toronto opens its 2024-25 pre-season against the Ottawa Senators at Scotiabank Arena.
The Oreo logo replaces Canadian restaurant chain Pizza Pizza, which was the Leafs’ helmet sponsor last season.
Previously, social media platform TikTok sponsored Toronto starting in the 2021-22 regular season when the league began allowing teams to sell advertising space on helmets.
The Oreo cookie consists of two chocolate biscuits around a white icing filling and is often dipped in milk.
Fittingly, the Leafs wear the Dairy Farmers of Ontario’s “Milk” logo on their jerseys.
This report by The Canadian Press was first published Sept. 17, 2024.
