Tokyo, Japan – Tokyo’s Olympic bid committee rolled in a big wheel for its marketing presentation to the International Olympic Committee (IOC) Evaluation Commission (EC) Tuesday morning. Toyota Motor Corporation Chairman Fujio Cho, also the President of the Japanese Sports Association, was on hand for the key meeting.
The marketing program of an Olympic Games is vital as it represents crucial revenue streams for the organization of the Games and the overall sustainability of the Olympic movement.
Toyota, the world’s largest automaker, has a successful history sponsoring and supporting major sporting events around the world. Cho believes that Toyota is not unique in this regard and that this potential is a key differentiator that separates Tokyo and its opponents.
“We know that Istanbul can be quite a tough competitor to us,” he said
“Their economy is going up.
“In the area of marketing, the appealing point for Tokyo is that there are so many global companies here.
“I believe we can expect large sponsorships.”
Cho also said that organizing the Games could help revitalize Japan’s recently stagnant economy by boosting sales of products and tourism.
“Once we are selected for 2020, I believe the financial activities will be a lot more vibrant.”
Cho sees sport sponsorships as a social obligation that also benefits the corporation.
“Customers the world over are buying our products; as much as possible we need to contribute to society.”
But even with his powerful position in the global economy, he seemed humbled by his role in the bid. Seated across from the IOC delegation lead by Sir Craig Reedie, Cho said he didn’t say too much but tried to help.
“I just kept smiling, with a smiling face,” he said.
“I definitely would like to see the successful bidding activity so we will have the honour of hosting the 2020 Olympic Games.
“I may not be alive (in 2020) – but for the next generation,” the 76-year-old said.
