By Barry Janoff
March 14, 2017: Continuing to build on its strategy to "actively increase our support for winter sports," Toyota has signed new multi-year partnerships with the National Governing Bodies for U.S. Figure Skating and U.S. Speedskating, and has extended and expanded a partnership with USA Hockey that began in 2012.
The deals come with about a year to go until the 2018 Winter Games in in PyeongChang South Korea, which will be the first global activation for Toyota as an official partner with the International Olympic Committee under an alliance signed in 2015.
Toyota recently became a sponsor for the U.S. Freeski and Snowboard teams and title sponsor for the U.S. Grand Prix; and the official automotive company for Burton Snowboards.
The car company also added sponsorships of two members of the U.S. Ski and Snowboard Assn.: Gus Kenworthy, who won silver in men’s freestyle slopestyle skiing at the 2014 Winter Games in Sochi; and Torin Yater-Wallace, who won the men’s halfpipe skiing event at last month’s Toyota Grand Prix
Toyota already sponsors U.S. Paralympic snowboarder Amy Purdy, who won bronze in snowboard cross in Sochi;and 16-year-old snowboarding phenom Chloe Kim, the 2016 Burton U.S. Open halfpipe champion and three-time X-Games gold medalist who is vying for a spot on the U.S. snowboarding team.
"We are committed to making an impact with our winter sports presence in the United States," Jack Hollis, group vp-GM for the Toyota Division, said in a statement. "With the 2018 Olympic and Paralympic Games less than a year away, Toyota looks forward to supporting the NGBs and athletes on every step of their journey as they move toward achieving their dreams."
The new partnerships came with a spot and social media support offering a behind-the-scenes look at Toyota's Winter Games activation.
The alliance with the there NGBs also includes support of Learn to Skate USA, which "promotes skill progression to build self-esteem in kids and adults while providing them with the resources to reach their dreams."
According to Purdy, “I have gone more places with my partnership with Toyota than I ever could have imagined. Being part of such an innovative and forward thinking company is a privilege and I look forward to watching each of you on your journeys through this partnership.”
Toyota’s current deal with the IOC runs through 2024, which includes the 2020 Summer Games in Tokyo.
Toyota said it has relationships with nearly 40 major sports teams and more than 20 major sports venues.
IOC top-tier partners also include Alibaba Group, Atos, Coca-Cola, Bridgestone, Dow, GE, McDonald’s, Omega, Panasonic, Procter & Gamble, Samsung and Visa.
In addition to 24 Hour Fitness, USOC partners include Chobani, Deloitte, DeVry University, Dick’s Sporting Goods, The Hartford, Hershey, Kellogg’s, Liberty Mutual, Milk Life, Nike, Oakley, Ralph Lauren, Smucker’s and United.
Toyota Heats Up Road To Winter Olympics With Burton Snowboards
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