Sponsorship is risky and you need to be careful about throwing money.
Editor’s note: This article comes from “ Future Car Daily ” (WeChat public account ID: auto-time), author: Cao Mohan.
Author 丨 Cao Mohan
Edit 丨 Xu Yang
More and more news shows that due to the new crown pneumonia epidemic, the Tokyo Olympics originally scheduled for July 2020 may be postponed.
Dick Pound, senior member of the International Olympic Committee (IOC), revealed in an interview with USA Today that the IOC has decided to delay the Tokyo Olympics. The game will not start on July 24. ” He said that the Olympic Games may be postponed to 2021, and specific details will be announced within the next four weeks.
Japanese Prime Minister Shinzo Abe also “relaxed” for the first time when he addressed the Congress on March 23, saying that “the decision to postpone the Olympic Games is not ruled out.” Prior to this, Abe has repeatedly reiterated that Japan will host the Olympic Games as scheduled.
Japanese Prime Minister Shinzo Abe Source: CCTV
Pull the whole body up. Japan’s No.1 Life Economics Institute chief economist Toshihiro Nagahama estimates that if the Tokyo Olympics and Paralympics are postponed until next year, the Olympic special needs from domestic and foreign tourists will disappear, and Japan’s gross domestic product (GDP) in 2020 It will lose 1.7 trillion yen, including radiation effects, 3.2 trillion yen (about 205.2 billion yuan).
As a four-year global sports event, the commercial value of the Olympic Games is unquestionable. Many companies are willing to spend a lot of money just to get a sponsorship. In 2019, the chairman of the Tokyo Olympic Games Coordinating Committee, John Coates, said that Tokyo received $ 3.1 billion in local business sponsorship revenue from 62 sponsors, which is almost three times the previous Olympic Games.
And the $ 3.1 billion does not include the three top sponsors Toyota, Bridgestone and SongUnder Sponsorship Amount.
As early as 2015, Toyota reached a cooperation agreement with the International Olympic Committee, paying nearly 835 million US dollars (about 6 billion yuan), becoming the top sponsor of the 2016-2024 Olympic Games, including 2020 Summer Olympics in Tokyo, Japan.
Toy’s advertising for the Tokyo Olympics Source: TOYOTA
At that time, Toyoda, President of Toyota Group, said that becoming a top sponsor of the Olympic Games is of great significance to Toyota and will help it better showcase its technologies, including fuel cell technology, autonomous driving technology, and new technologies. Energy technologies, etc., also help market expansion.
To achieve the above goals and shine in Tokyo at home, Toyota worked hard. In July 2019, the company released a pure electric vehicle (EV) specifically for the Tokyo Olympics and Paralympics, used to transport spectators and athletes within the arena.
Toy’s electric car specially developed for the Olympic Games Source: asahi
Toyota plans to supply approximately 3,700 electrified vehicles during the Tokyo Olympics, which is expected to account for approximately 90% of all vehicles provided. Among them, the number of EVs and FCVs (fuel cell vehicles) with zero emissions during driving are about 850 and 500, respectively, totaling 1350, which are the most in the history of the Olympic Games.
In addition to providing the vehicles required for the conference, Toyota also intends to promote autonomous driving during the Olympic Games. Among them, unmanned electric vehicles e-Palette and Toyota CONCEPT-Love i concept vehicles are equipped with the latest autonomous driving technology.