Toyota City, Japan, September 18, 2026―Toyota Motor Corporation (Toyota) signed a TEAM JAPAN Partnership Agreement with the Japanese Olympic Committee (JOC) and the Japanese Paralympic Committee (JPC) as a Gold Partner. Toyota will help create an environment in which Japanese athletes competing on the world stage can focus on their sport and perform at their best.
Toyota’s Commitment to Sports
Toyota’s strong commitment to sports can be traced back to its early days.
Ever since founder Kiichiro Toyoda established a sports club alongside the company’s automotive operations, sports have gone hand in hand with Toyota’s corporate activities.
Never Give Up, Challenge, Teamwork, Respect
Never giving up until the end and continuing to take on challenges. Fighting for your teammates and respecting your opponents. Toyota has long associated these sporting values with its identity and cherished them.
Today, Toyota supports athletes from Toyota Motor Corporation’s sports clubs and Group companies, as well as athletes competing around the world as Global Team Toyota Athletes (GTTA).
Underlying this support is a desire to help athletes as they strive toward their goals and continue taking on challenges, rather than focusing solely on wins, losses, and medals.
What This Partnership Aims to Achieve
Toyota’s priority in this partnership is ensuring that support truly reaches athletes. Working closely with JOC and JPC, Toyota will listen first to athletes and individual sports federations. It will also consider areas where support is less readily available and work to create an environment in which each athlete can continue taking on challenges. This includes providing sports federations with support for athlete development and reducing the burden of travel for international competitions and training camps.
Looking Ahead
Athletes’ challenges do not begin and end with competition periods. Toyota aims to remain by their side throughout the long journey toward the world stage as they train each day, travel to competitions, and overcome various difficulties.
Toyota will use this year’s 20th Asian Games and 5th Asian Para Games as an opportunity to broaden the circle of support for athletes and continue supporting Japanese athletes who take on the world as TEAM JAPAN.
The sight of athletes taking on challenges brings hope and motivation to society and inspires the next generation to take a step forward.
Together with JOC and JPC, Toyota will support the future of sports and athletes.
- Toyota Motor Corporation Chairman Akio Toyoda (left) and Japanese Olympic Committee President Seiko Hashimoto (right)
Toyota Motor Corporation works to develop and manufacture innovative, safe and high-quality products and services that create happiness by providing mobility for all. We believe that true achievement comes from supporting our customers, partners, employees, and the communities in which we operate. Since our founding over 80 years ago in 1937, we have applied our Guiding Principles in pursuit of a safer, greener and more inclusive society. Today, as we transform into a mobility company developing connected, automated, shared and electrified technologies, we also remain true to our Guiding Principles and many of the United Nations’ Sustainable Development Goals to help realize an ever-better world, where everyone is free to move.
- SDGs Initiatives
- https://global.toyota/en/sustainability/sdgs/
