IOC Sponsorship: A lot of companies have been leaving the International Olympic Committee (IOC) lately. According to Thepmgrp, McDonald’s just said that their partnership with the IOC will end after the 2018 Winter Olympics. They’ve been a part of the Olympics since 1976, but they’re moving on now.
It wasn’t made clear why they were leaving, but it looks like changes to their marketing plans for the future played a part.
Soon after, Panasonic, Toyota’s longtime partner, also decided not to go to the Olympics. “Management considerations” were given as the reason for their leaving. Panasonic has been a sponsor of the Olympics since 1987 and the Paralympics since 2014. However, they have decided not to renew their deal, so it will end in December.
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Since 2014, Bridgestone has been an Olympic partner. The three primary sponsors of the International Olympic Committee, who are all Japanese, will thus no longer be present.
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Toyota has said that the IOC’s use of sponsorship money is not helping athletes or promoting sports, and the company has criticized this in public. Because of more and more political problems with the Olympics and the feeling that athletes aren’t getting enough attention, Toyota has decided to end its sponsorship of the Olympics after almost ten years.
Akio Toyoda, the president of the company, said he wasn’t happy with how the Games have changed over the years. He said, “Toyota wasn’t happy with how the IOC spent the sponsorship money; it wasn’t well spent to help athletes or make sports better.” I’ve been wondering for a while now if the competition really puts athletes first.
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Bridgestone made exactly the opposite statements and refrained from going public. Bridgestone intends to put more of an emphasis on motorsports, so the company has announced a redistribution and strategy change. The tree manufacturer’s communications department undoubtedly wrote a statement intending to leave no stone unturned, but the absence of three major Japanese sponsors will undoubtedly cause chaos at the IOC Lausanne headquarters.
