IOC: the automaker Toyota officially becomes a TOP worldwide Olympic partner (2017-2024)

The Japanese automaker Toyota has officially entered into an agreement with the IOC (International Olympic Committee) to become a TOP (The Olympic Programme) worldwide Olympic partner, the highest tier in the IOC's sponsorship programme, from 2017 to 2024, announced the body, on 13/03/2015.

Toyota, as the exclusive automotive partner, will pay an estimated €794m, or about €99m per year for the 2017 to 2024 period, according to Japanese media. This amount would be a new record for the IOC, since 4-year contracts are normally worth €95m in total. As part of the deal, the car manufacturer will be a partner of three Asian Olympics: the 2018 Winter Games in Pyeongchang (South Korea), the 2020 Summer Olympics in Tokyo (Japan) and the 2022 Winter Games which will be hosted in either Beijing (China) or Almaty (Kazakhstan).

Toyota has become the first automotive partner of the IOC, and joins 11 other companies in this category, which includes the Japanese companies Bridgestone (tyres) and Panasonic (electronics).

The third partnership lasting until 2024

• Toyota is also a partner in the…