By Barry Janoff
March 13, 2015: Some people consider Friday the 13th to be unlucky. Toyota and the International Olympic Committee used the day to their good fortune.
With the 2020 Summer Games in Tokyo looming on the horizon, the IOC has signed a deal naming
the Toyota Motor Corp. a global member of the Olympic Partner (TOP) Program.
The alliance begins in 2017 when Toyota becomes the IOC's official partner in the "mobility category, which includes vehicles, mobility services and mobility solutions," and runs through 2024.
However, Toyota will have Olympic-related marketing rights in Japan beginning immediately. The agreement covers all relevant Toyota brands within the category, including Toyota, Lexus and Scion.
Financial terms were not released.
Toyota joins Panasonic and Bridgestone as global IOC partners headquartered in Japan.
“This is a very symbolic day. It is the first time in the successful history of the TOP program that we have had a mobility category," IOC President Thomas Bach said during a media conference in Japan to unveil the deal.
According to Bach, the pace 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.”
IOC TOP partners include Atos, Coca-Cola, Dow, General Electric, McDonald's, Omega, Panasonic, Procter & Gamble, Samsung and Visa.
Toyota said it would support the alliance with product, marketing, funding and expertise in its field.
Toyota President Akio Toyoda said that the company would work "to provide sustainable mobility solutions for the Games to help with safer, more efficient mobility, including intelligent transport systems, urban traffic systems and vehicle-to-vehicle communications systems."
“This agreement is a powerful indication of the strength of the Olympic brand globally and the appeal of an association with the Olympic Movement," Tsunekazu Takeda, chairman of the IOC’s Marketing Commission, president of the Japanese Olympic Committee and vice-president of the Tokyo 2020 Organizing Committee, said at the media conference. "Long-term partnerships are the backbone of our commercial programs and they enable the financial security of the entire Olympic Movement.”
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