Panasonic has announced that it will not renew its sponsorship with the International Olympic Committee (IOC) after the 2024 Paris Olympics, ending a 37-year partnership that began in 1987. This decision comes after a review of the company's sponsorship strategies and follows extensive consultations with the IOC. Panasonic's departure is accompanied by reports that Toyota Motor Corporation will also end its sponsorship, leaving Bridgestone as the last Japanese representative among top Olympic sponsors. The IOC has seen significant revenue from sponsorships, but concerns over transparency and past scandals, including those related to the Tokyo Olympics, have raised questions about the future of such partnerships. IOC President Thomas Bach acknowledged Panasonic's need to adapt its business strategy and stated that the termination of the partnership was mutually respectful. The broader implications of these departures could signal a shift in the landscape of Olympic sponsorships moving forward.