Sources: Toyota Nears Deals With U.S. NGBs Ahead Of '20 Games

IOC TOP sponsor Toyota is beginning to implement its U.S. strategy for the '20 Tokyo Games, nearing deals in recent weeks to sponsor both USA Triathlon and USA Track & Field, sources said. Toyota would become Triathlon’s first-ever auto sponsor; Toyota would be USTAF’s first auto sponsor since BMW left in '16. The Triathlon deal is through '20. The length of the USATF deal is not known, and sources suggested a deal is done in principle but final negotiations continue.

Toyota and the NGBs both declined to comment. Many TOP sponsors augment their primary sponsorships with NGBs, which gives access to domestic events leading up to the Games and convenient connections to athletes. After joining the IOC’s global program in '17, Toyota signed with US Ski & Snowboarding, U.S. Figure Skating, USA Bobsled & Skeleton and U.S. Speedskating for the PyeongChang Games.