Panasonic Holdings Corp. said Tuesday it will end its sponsorship contract with the International Olympic Committee, putting an end to its 37-year marketing tie-up with the event.
The Japanese company agreed with the IOC not to extend the partnership after its current top-tier sponsor contract term ends in December, Panasonic said.
Although the company’s “support of the Olympic philosophy” remains unchanged, the group decided to end the sponsorship as it “continually reviews how sponsorship should evolve with broader management considerations,” Panasonic said in a press release
The leading maker of electronics has been providing broadcast cameras, sound systems and projection equipment used in the sporting event, but is shifting its focus to such growing products as batteries for electric vehicles.
The Panasonic group is reducing its dependence on audio and visual products, deciding in July to sell its commercial-use projector business.
Panasonic first became an Olympic sponsor in 1987 and expanded its partnership to the Paralympic Games in 2014. The company will terminate its contracts for both games, it said.
Panasonic joins Toyota Motor Corp. in withdrawing from a top-level Olympics marketing agreement. Toyota plans to end its contract for the Olympics, but continue sponsorship for the Paralympics, people familiar with the matter have said in May.
“Over the past 37 years, we have gained many valuable experiences” through the sponsorship and “deepened our bonds with sports fans and athletes around the world,” Panasonic CEO Yuki Kusumi said in the press release.
“The IOC understands and fully respects that the Panasonic Group has to adapt its business strategy. Therefore, this partnership is ending in a respectful and friendly way.” IOC President Thomas Bach said.