Toyota is trying to distance itself from the increasingly unpopular 2020 Tokyo Olympic Games and will pull its related TV commercials in Japan.

“The Olympics is becoming an event that has not gained the public’s understanding,” a Toyota spokesperson told Japan’s Yomiuri newspaper Monday. They added that CEO Akio Toyoda and other senior executives will not attend the games’ opening ceremonies on July 23.

The company is one of the Tokyo Games’ biggest sponsors. Along with a group of other companies, Japan’s industry has spent more than $3 billion to sponsor the Olympics, marking one of the largest investments from a host nation’s businesses ever, per the Hollywood Reporter.

As the threat of another wave of the pandemic rises, though, the games have become increasingly unpopular. Although organizers promised that they would keep athletes and other related Olympics visitors confined to a bubble, they reported more than 25 positive coronavirus tests over the weekend. One athlete, meanwhile, is missing from the Olympic village and is presumed to have left the bubble.

Although Toyota was planning on running a series of ads with the Japanese athletes whom it has sponsored, now the ads will be thrown out to avoid associating the brand with the Olympics more than it already is.

Toyota, among other sponsors, was also planning to have on-the-ground marketing activities at the game to take advantage of the excitement surrounding the Summer Games. With spectators banned from the games two weeks ago, though, those plans were all canceled, as well.

The question of whether or not other business sponsors will also pull their Olympics-related ads remains to be answered.