TOKYO — It seemed like sure- fire marketing magic when Toyota became a top sponsor of the Olympics after the home country was tapped to host the 2020 Summer Games in Tokyo.
But then the pandemic pushed the global athletic competition into 2021. And then, a new COVID- 19 state of emergency was declared in Tokyo less than two weeks before the Friday, July 23, opening ceremony. Organizers have barred spectators from nearly all sporting events.
Now, Toyota has canceled all marketing and media events connected to the Olympics. The global sponsor won't air any advertisements with Olympic tie-ins in Japan. And President Akio Toyoda, who made a cameo in the torch relay, even bowed out of the opening ceremony.
In making its big bet on the Games, Toyota Motor Corp. seems to have rolled snake eyes. Still, all might not be lost for the automaker.
Several of the vehicles and robots Toyota developed to showcase at the Olympics ar…