Japanese automotive leader Toyota has decided to terminate its top-tier sponsorship of the Olympics, pointing to the event‘s “increasingly political” nature as a key reason. Chairman Akio Toyoda believes this shift has detracted from the athletes’ experience.

Initially, Toyota entered a decade-long sponsorship agreement with the International Olympic Committee (IOC) in 2015. However, after the upcoming Paris Games, the company has chosen not to renew this contract, a decision Toyoda revealed during a podcast on the company’s YouTube channel.

“I’ve been questioning whether the event is truly prioritizing athletes,” Toyoda commented, emphasizing the growing politicization of the Games.

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As a result, Toyota will begin removing Olympic logos from its products, and its vehicles will no longer be associated with the event. The company is also ending its sponsorship of the Paralympics, as reported by public broadcaster NHK.

Toyoda reiterated his belief that the Olympics should focus on honoring athletes who triumph over challenges and achieve extraordinary feats.

This decision follows Panasonic’s recent announcement to end its Olympic sponsorship due to “management considerations.” Panasonic has been an “official Worldwide Partner of the Olympic Games” since 1987 and expanded its sponsorship to include the Paralympics in 2014, but it opted not to renew its contract, which is set to expire in December, after discussions with the IOC.