Special to NYSportsJournalism.com
April 19, 2017: Calling it a move intended to "strengthen Toyota’s strategic stronghold in the booming Los Angeles sports and live events industry," the car maker has extended and expand its partnership with AEG Worldwide across three high-profile destinations: Staples Center, L.A. Live and the StubHub Center.
The multi-year, multimillion-dollar pact enables Toyota to retain its founding partnership status at Staples (an alliance that dates back to 1999), L.A. Live (2007) and StubHub Center (2003).
It also builds on Toyota’s status as an official partner with the NHL’s Los Angeles Kings, which began 27 years ago.
The pact will be supported by marketing to include founding partner signage at L.A. Live and Staples Center, LED exposure and five permanent vehicle displays across the L.A. Live campus and at Staples Center and founding partner signage displays and a permanent vehicle exhibit at StubHub Center.
In addition, Toyota will continue its longstanding Kings car giveaway at the end of the NHL season.
The Kings play in Staples Center, as do the NBA’s Lakers and Clippers and WNBA Sparks.
AEG said it would "underscore Toyota’s commitment to sustainable transportation with designated charging stations at L.A. Live for electric and certain hybrid vehicles." Toyota will also be able to brand these charging spaces across select parking garages at L.A. Live.
Toyota in 2016 signed a deal to become a Top Tier partner with the International Olympic Committee via an alliance that runs through 2024. Los Angeles is currently vying with Paris to become host city for the 2024 Summer Games, a decision that will be unveiled this September.
"Los Angeles is a mecca for the sports and automotive industries, and we are excited to deepen our ties with AEG, a true leader in live entertainment," Jack Hollis, group vp and Gm for the Toyota Division at Toyota Motor North America, said in a statement. "Working alongside AEG for the past decade, we’ve been able to grow our partnership and our presence at some of the venues and with some of the teams that matter most to Los Angeles."
According to Russell Silvers, svp-AEG Global Partnerships, "As AEG has grown over the years, we’ve been fortunate enough to grow our relationship and partnership with Toyota as well. Toyota is a like-minded company that shares our core values and commitment to consistently be able to over deliver and offer our fans and guests more.
"It’s an honor to continue our extensive, far-reaching relationship with them across some of the most iconic assets in our portfolio. We look forward to continuing this relationship into the future and deepening Toyota’s ties with us and Los Angeles," said Silvers.
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