Toyota's decision to cancel their TV ads reflects the deep unpopularity of the TokyoOlympics in Japan, where residents fear that staging the Games will further fuel a rise in Delta variant COVID-19 infections
Toyota was planning to run a series of TV ads in Japan featuring Olympic athletes whom the company sponsors.
The possibility of Japanese brands bailing from the Games has been a topic of speculation for weeks thanks to the sour feelings many Japanese residents hold toward the event.With Tokyo under its fourth state of emergency amid a rise in delta variant COVID-19 cases, public concern remains high that hosting an event involving tens of thousands of athletes, officials and journalists entering the country from around the world will endanger the lives of local residents.
Fifteen Japanese companies, including Asahi Breweries — the official beer of the Tokyo Olympics — paid about $135 million each to become Tokyo 2020 Gold Partners, the most expensive tier of sponsorship offered to local companies for a single Games.
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