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Toyota adds Torch Relay partnership to Tokyo 2020 rights

Japanese car marker Toyota has acquired Presenting Partner rights to the Tokyo 2020 Olympic Torch Relay from the Tokyo Organising Committee of the Olympic and Paralympic Games.

The Torch Relay partnership programme consists of three tiers, of which Presenting Partners – the highest tier – are permitted to recruit torchbearers and conduct promotional activities using the Olympic Torch Relay emblem.

The 121-day Torch Relay will start from Tōhoku, the site of the earthquake and tsunami of 2011. Its theme is ‘Hope Lights Our Way’ and will highlight international efforts to support Japan in its most difficult times.

“For Toyota, the Tōhoku region of Japan is positioned as one of our most important production hubs, and we have worked closely with the people in the area by making cars as one way to help their recovery following the 2011 disaster,” said Toyota president Akio Toyoda.

Toyota is the Mobility Partner of the Tokyo 2020 Games. For more on Toyota’s TOP Partner deal, from 2017 to 2024, read: “TOP deal buys stake in future of mobility”