The International Olympic Committee (IOC) has announced a deal which confirms automotive manufacturing giant Toyota as a new global sponsor of the organization. The agreement, a ten year deal, is said to be valued at $835 million and will see Toyota come on board as part of the IOC’s “The Olympic Partner” (TOP) programme which is a global sponsorship drive managed by the IOC with the aim of generating diversified revenue to be shared equally between the Organising Committees for the Olympic Games and the Olympic Movement. The TOP programme currently featured iconic brands such as Coca-Cola, Atos, Dow, GE, McDonalds, Omega, Panasonic, P&G, Samsung and Visa
Thomas Bach, the President of the IOC, said the body was pleased to have signed on a new partner and established a new category as Toyota joins as the IOC’s first ever mobility partner since the creation of the TOP programme in 1985.
“This is a very symbolic day,” Bach said. “It is the first time in the successful history of the TOP programme that we have had a mobility category. It is in the spirit of the Olympic Agenda 2020 not just in terms of innovation but also in terms of sustainability in mobility.”
“Toyota is the world leader in its field and this partnership signifies a strong commitment to the future of the IOC and the Olympic Movement. Toyota and the IOC share the same values and we welcome Toyota Motor Corporation to the Olympic family,” he added
On his part, Akio Toyoda, President of Toyota said the company was keen on fulfilling its new role and also mentioned that the creation of the new mobility category is important as recognition for the industry.
“We will do everything possible to fulfill our new role in The Olympic Partner Programme and to justify the trust that the IOC has placed in us'” Toyoda said. “The addition of the mobility category to The Olympic Partner Programme is important recognition for our entire industry. Under this Olympic flag, let us today reaffirm the power of sport to bring people together. Let us dedicate ourselves to creating a better world by promoting sport in the Olympic spirit of friendship, solidarity, and fair play,” he further stated.
The deal will allow Toyota explore the marketing potential of the Olympics which is one of the world’s most foremost and elite sporting events. With incredible global audiences, Toyota will be keen to connect with key audience markets across the world. Seeing as the last Olympic Games in London, held in 2012, had a cumulative TV-audience of 4.8 billion people with about 900 million tuning in for just the opening ceremony, Toyota will be excited by the potential reach which its association with the Olympics will offer it.
Africa’s heritage at the Olympics is rich with Kenya and South Africa placing 38th and 39th on the all-time Olympics medals table. Kenya have picked up a total medal haul of 86 medals, 25 of those being gold, 32 being silver and 29 being bronze medals. South Africa have a slightly less haul with a a total of 7 medals with 23 being gold, 26 being silver and 27 being bronze medals.
In February 2014, the IOC announced that it had awarded broadcast rights in South Africa for the Games of the XXXI Olympiad in 2016 in Rio de Janeiro, Brazil, and the II Summer Youth Olympic Games in 2014 in Nanjing, China, to the South African Broadcasting Corporation (SABC). SuperSport and Infront Sports Media hold the braodcast rights for the 2016 Summer Olympics in Rio, in Sub-Saharan Africa.
