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Marketing and Sponsorship

Toyota Reportedly Set To Become First Automaker To Sign IOC TOP Sponsorship

Toyota "will sign a contract later this month" to become an IOC TOP sponsor, becoming the "first-ever automaker in the world to do so," according to KYODO NEWS. Toyota President Akio Toyoda and IOC President Thomas Bach said that they "will attend the signing ceremony to be held on March 13 in Tokyo." Toyota "will join 11 companies with exclusive worldwide marketing rights" under the TOP program. The deal is "expected to cover" the '20 Tokyo and Paralympic Games and the "value of the deal could be in the vicinity" of US$835M (KYODO NEWS, 3/4). See Toyota's entire sponsorship portfolio here

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