Toyota’s global athletes delivered a stunning performance at the Paris 2024 Olympic and Paralympic Games, earning a total of 90 medals, including 36 gold, 24 silver, and 30 bronze. Toyota, a worldwide partner of both the International Olympic Committee (IOC) and International Paralympic Committee (IPC), celebrated the achievements of its 179 participating athletes from around the world.
In the lead-up to Paris, Toyota Chairman Akio Toyoda—who is affectionately referred to as “Morizo” by his team—encouraged the athletes with a simple message: “Go and win!” The results speak for themselves, with Toyota athletes earning more medals than the entire Japanese national teams.
Paris Triumphs: A New Milestone for Toyota Athletes
Japanese athletes enjoyed historic success in Paris, with 45 Olympic medals (20 gold, 12 silver, 13 bronze) and 41 Paralympic medals (14 gold, 10 silver, 17 bronze). Toyota’s athletes, however, contributed significantly to the global excitement, representing various countries and sports.
Akio Toyoda, who has long supported the Global Team Toyota Athletes (GTTA), spoke about the sense of pride in watching the athletes succeed, noting that the process and effort put into their performances mattered more than the medal count. “Even though I tell them to go out there and win, it’s not about getting onto the awards podium,” Toyoda said. “I’m watching the effort that leads there.”
Toyota’s Partnership with the Olympics and Paralympics Nears Its End
Despite the success of the GTTA at the Paris Games, Toyota faces a pivotal moment as its partnership with the IOC and IPC comes to an end in 2024. In a recent episode of the Voice-Only Toyota Times podcast, Toyoda revealed that the company will not be extending its worldwide Olympic and Paralympic sponsorship. He cited his desire to continue supporting athletes in ways that align with his values of putting people first and fostering community spirit.
A Commitment to Supporting Athletes
During a national dealer meeting in the U.S. in September, Chairman Toyoda reaffirmed his dedication to the athletes, announcing new support initiatives for Toyota’s athletes moving forward. He emphasized that his connection with the athletes goes beyond medal tallies, stressing that every effort counts, regardless of whether the athlete competes in a major or minor sport.
“For me, it’s not about the number of medals,” Toyoda stated. “I want to help them make the most of their hard work. Our number one goal is for people to get behind these athletes.”
With Toyota’s Olympic and Paralympic sponsorship set to conclude, the company’s focus will shift to new avenues of support, ensuring that its athletes continue to receive the backing they need to thrive on the global stage.
Looking Ahead
As the Paris 2024 Games conclude, Toyota athletes, buoyed by the encouragement of their passionate guardian, look ahead to future competitions. For Akio Toyoda, the commitment remains: to support every athlete, regardless of their sport’s prominence, and to foster a community of excellence and effort within Team Toyota.
